To bring the Levi's brand back to the center of culture, this TV spot boasts a mainstream appeal while still keeping its iconic edge. Levi's is a broadly inclusive brand that attracts old and young, male and female, hip and not so hip. The goal was to be welcoming and inspiring at the same time. The ad proclaims, "You don't just wear Levi's—you truly live in them." It celebrates memorable life moments, both big and small, that everyone experiences in a pair of Levi's.