Recent Levi's advertisement.

This advertisement shows two people, a man and a woman standing on a high platform above a city. This ad combines several characteristics which should be associated with the product. The height of the platform and the dark sky as well symbolize a kind of wildness, lust for adventure and the attribute of overcoming limits and boundaries. Both persons, especially the man are wearing mostly jeans which attracts the viewers attention. A possible association could be that levi's jeans are making you to an adventurer. The phrase "stuck on you" is ambiguos, since it could relate either to a person, the platform or the jeans itself. This gives a note of irony and humor to this advertisement as well.

Although the relationship of a man and a woman is illustrated, this ad adds new elements compared to the advertisement of 1979. Especially the focus on danger/adventure and the ironic phrase is new and makes it more complex.