Levi's Hard Jeans: Ass, Armageddon

Levi’s Hard Jeans campaign was shot solely in grainy black and white, bar the characteristic red tag logo. In one scene the camera is travelling through a dark tunnel, while in the other there are barren landscapes. The gravelly v/o's combine with the images and the disturbing music to create an unsettling quality for the unknown product. It is then revealed with a red flash of ‘Hard Jeans’ that they are in fact Levi’s jeans.