Levi’s Knockout Jeans

Levi Strauss continues Michael Haussman’s series with Knockout, in which a woman deals with those who pass her by simply by striding it out in her jeans. She, in turn, is dealt with as she stares at a guy Levi’s jeans.

Levis Knockout woman

The spot begins with a woman leaving her unit, buttoning up her jeans as she closes the door. Between her room on the first floor and the convenience store across the road she encounters men who are knocked around when they see her. What do they all have in common? They’re not wearing jeans. It’s only after she’s left the store that she finds her equal.

Click on the image below to play the video.


The Knockout ad was developed at Cutwater, San Francisco, by executive creative director Chuck McBride, creative director Marty Senn, agency producer Jennifer Golub,

Filming was shot by director Michael Haussman via HSI with director of photography Paul Cameron, executive producer Michael McQuhae, line producer Ron Mohroff, and production designer Richard LaSalle.

Editor was Marco Perez at Mad River Post.

Levis Knockout woman

Visual effects (virtual violence) were developed at Digital Domain, produced by Jason Cohon and supervised by Andrew Eksner. Transfer was done at The Syndicate.

Music was produced at Human Worldwide.