We've always been fond of Levi Curve ID's campaigns--they had us from their inaugural campaign, "All asses are not created equal." Because Levi's gets it: we love jeans because they make our asses look awesome and Curve ID's are specially made to fit your booty whether it's a "slight curve," "demi curve," or "bold curve" (they actually scanned the rears of over 60,000 women across the globe to come up with this formula). What's more, they've recently introduced a fourth fit called "Supreme Curve," for those bootylicious ladies who could, as my friend from Virginia says, "put a can on it"--it fits lower in the front and higher in the back. And now we've got an exclusive peek behind the scenes of their latest campaign. Models with real bums--how refreshing! While Levi's Opening Ceremony collab has been grabbing headlines since it was shot by Terry Richardson, this latest campaign was styled by Leslie Lessin, set to music by Black Mountain, and shot on location in NYC.
Exclusive: Levi's Is Behind That Viral Butt-Cam Video
If you, unlike me, haven't been completely absorbed by New York Fashion Week this past week, you might be one of the nearly 2.5 million people who have watched this viral video on YouTube in which two hot girls rig the back of the jeans so that they catch people checking out their asses. At 1:53 Jesus even stops to check out one of their bums. Cute gimmick? Sure. But it's also very clever marketing. The "hot girls" are actually Jessie Gurunathan and Reanin Johannink, two actresses who are part of Levi's latest Curve ID Skinny Jeans campaign. You know, they're the jeans that come specially made in four styles to best flatter your bum, whether it's a “slight curve,” “demi curve,” “bold curve,” or the newly introduced "supreme curve" (the girl with the butt-cam is a demi-curve in case you were wondering). Levi's hired New Zealand-based creative group Colenso BBDO to create the campaign, and with two and a half million views in three days, it seems safe to say the campaign is already a success. It's such a hit that Gurunanthan and Johannink currently have reporters stationed outside their homes in New Zealand.