Last week, after two lovely days of being cut-off from the outside world due to observing Rosh Hashana, I went online to check some of my regular sites and see what had happened over the holiday. There on Drudge was a headline for Levi's Jeans new Internet ad campaign entitled "Unbutton Your Beast." If the title sounds a bit innuendoed, it's not just your imagination. This viral marketing campaign is most certainly meant to hit you over the crotch, er, head.
On UnbuttonYourBeast.com you are first greeted by a large, animated bulging crotch - sounds normal enough, no? The aforementioned crotch then unbuttons itself to reveal three sets of instructions: 1)create your beast, 2) customize it, 3) send it to your friends.
This so-called "beast" is a crotch puppet of sorts and comes in about ten different varieties including a lobster, and a meatball sub. You can then have your "beast" recite a pre-recorded message or record your own personalized message. Finally, once you've created the crotch beast of your dreams, you get to send it to all your friends who will be amazed and impressed by the clever message you came up with for your virtual, animated, talking crotch puppet.
If this isn't a sign of society advancing, I sure as heck don't know what is.