Akshay in the new Levi's campaign
This season Levi's is embarking on a global campaign starring Bollywood's own Akshay Kumar.Titled 'Live Unbuttoned', the campaign encapsulates the metaphoric spirit behind the world's most well-loved, perfect, timeless and quintessential straight-leg button-fly jean unrestrained, self-expressive and free-spirited and encourages consumers to embrace the 'Live Unbuttoned' attitude -- uninhibited and undeterred.A product as original as the Levi's 501 Jean, and a concept as definitive as Live Unbuttoned, requires an equally original and definitive ambassador. The India leg of this global campaign features none other than Akshay Kumar -- one of the superstars of the country, and an individual who epitomizes the 'Live Unbuttoned' spirit. Speaking on the occasion of the launch, Akshay Kumar said, "The word unbuttoned appealed to me since to me it has special meaning. As I see it, Unbuttoning is not an act, but an attitude! I am very selective in choosing the brands I endorse. The image and positioning of the brand is of utmost importance. Levi's and me have a perfect fit in that respect. I am extremely excited about being a part of this brand and campaign -- now and in the future!" The 'Live Unbuttoned' campaign focuses on the definitive spirit behind the Levi's 501 jean, celebrating the moment when one 'unbuttons' oneself and breaks free of convention and inhibitions. The unbuttoning of Levi's 501 jean is the symbolic act of personal expression and revelation as epitomized in the 'Live Unbuttoned' campaign.This campaign revolves around a central idea which is a first of its kind. Over the next 2 and a half months Levi's will call for entries from youth in diverse, film related fields (acting, music writing, script writing, styling) wherein they will be invited to suggest the details of the next Levi's 501 TV commercial starring Akshay Kumar. For the first time ever, Levi's brings every youngster in India the chance to participate in their own reality show! The winners will actually get to work on the film with a world-class crew, superstar Akshay Kumar, and a brand as iconic as Levi's. The winners will be announced in November, with the commercial being released in December.Akshay himself is extremely enthused about the idea and is all geared up to play a central role in the decision on who the winner will be, as well as the commercial that gets made. In fact, he went so far as to say, "I'm looking forward to this experience with great anticipation. It's like entering absolutely unknown territory -- the thrill is immense. Also, it gives me the chance to understand my audience at an extremely intimate, unbuttoned, level... and there can be no greater high for an actor!"This association with Akshay goes far beyond the normal measures of a brand ambassadorship because of the close connect and natural fit between the star that Akshay is, and that brand that Levi's has always been. Besides his obvious good looks, his effortless abilities as an actor, and his standing as a style icon -- what draws Levi's and Akshay together is Akshay's ability to constantly connect with the youth. This while maintaining the iconic status that he has attained over the course of his career -- very much like the Levi's 501 Jean!Tagged in Akshay Kumar