i walk the line

A side-effect of Tivo is that it has forced advertisers to create better commercials. As I have mentioned before, one of the best ways to command attention is with interesting music, and no current ad does that better than the new series from Levi’s for their skinny jeans.

There are three versions of “Straight Walk.” In the first, Lily Aldridge walks eyes open and legs ridiculously straight through the offices and streets of Buenos Aires while the airy voice of Megan Wyler (an inexplicably unsigned artist) covers Johnny Cash’s “I Walk the Line.” Watch Straight Walk Girl on YouTube.

In the second, the product is the same but the genders are flipped. This time it is Jamie Dornan with the focused walk and gaze and Adem Ilhan of Fridge performing the cover. As with the Girl version, the music is spectacular and unavailable. Watch Straight Walk Boy on YouTube.

For the third variant, the 30-seconds spots are spliced and to form a 60-second commercial. The music is even more powerful as a duet, and it is reminiscent of the slo-core of Low. The ads were created by Bartle Bogle Hegarty and production work was completed by The Mill. Watch the couple version on YouTube.

Adweek has more details on the series.