Levis - ＂Up and Down＂ Commercial

What this video is

The Levi's 'Up and Down' commercial aired in early January 2002 as part of Levi's Super Bowl advertising push for its new Superlow Stretch line. Released during a period when low-rise denim was becoming a dominant fashion trend, the ad deployed a body-fragment visual strategy — focusing exclusively on the torso, hips, and legs of its subjects — to position the jeans as a body-hugging lifestyle product rather than a…

Why it matters

Represents the peak of early-2000s body-centric denim advertising, a form that dominated the genre before diversity-focused brand pivots later in the decade. The commercial's anonymous fragmented-body montage technique and electronic soundtrack alignment became widely imitated across fashion…

The director

Michel Gondry (born 1963, Versailles, France) is a French filmmaker, commercial director, and music video director noted for his inventive visual style and manipulation of mise en scène. He directed Björk's 'Human Behaviour' (1993) and built a prolific…