Let’s make a bet.

I’ll bet that by the time you’re halfway through watching the below video your commercial instinct will suggest that what you’re watching is a piece of marketing material. I’ll also bet that you’re going to keeping watching until the video is over. It’s that good.

My wife’s colleague Jacob “Kujo” Lyons is a professional break dancer and choreographer. He sent us an email last night with a link to this video his company shot for a major clothing brand. He’s the crazy one at the end jumping off the see-saw and triple lutzing into his pants.

It’s a great example of the entertainment content that works as viral marketing explicitly because it is unbranded and doesn’t feel like a commercial. It’s selling a lifestyle, don’t we all wish we could do back flips into our jeans everyday?

The brand is Levi’s, but I only know that because Kujo told me. There’s no link or branding in any of the metadata wrapped around the video. But I bet that will change and the brand identity will become more explicitly presented as this video picks up momentum. Nicely done.

Update from Kujo:

It was shot by the same crew who did that “guys catch sunglasses on their faces” viral video, and they go by Never Hide Films or Benzomatic Photographic. They get hired by various companies all the time to shoot viral videos like these, and they held the audition and hired the actors themselves. As far as I know, Levi’s did little else but front the money and the jeans. Anyway, thanks for sharing it!

Update:

Since being featured on this blog, the Levi’s commercial was recently featured on ABC’s Good Morning America.

It’s become a legitimate meme with over 4,000,000 hits on Youtube.