Levi's

If you're like me, you shoot the breeze with marketer friends (as well as friend friends and family) about brands, especially those that run ads that either float to the sky like poetry or crash like a gulp of overcooked pasta. I've decided to try to make these ideas available to those brands...sort of an open source medic service, teeing-up ideas from the crowd that are unqualified, probably impossible to do, and otherwise make perfect sense.

Levi's makes pants; jeans, specifically, but its brand aspires to art and beyond. I used to think this was utter nonsense, but now I'm wondering whether the company's marketers shouldn't get some credit for being so wantonly experimental. It might put them out of business, but it sure won't do so boringly.