International Law

Wired reviews an effective viral marketing from Levi Strauss:

The hottest video on YouTube right now showcases a handful of agile hipsters effortlessly hopping, leaping and even back-flipping into their jeans.

Amateur videos of friends performing such stunts are common enough on YouTube, but this video is the work of professionals.

"We didn't want to overtly brand it as Levi's," said Erica Archambault, head of public relations at Levi Strauss, who confirmed Friday that the company is behind the viral video. "We wanted people to discover it on their own."

The acrobatic "Guys backflip into jeans" video ... was created to promote Levi's line of zipperless, button-fly jeans.

First uploaded Monday, the video has clocked a staggering 1.4 million views this week, garnering it YouTube's coveted "most viewed" spot. It's the kind of viral hit that ad agencies and their clients have been cooking up ever since Burger King scratched out an internet hit with its subservient chicken website in 2004.

Levi Strauss worked with San Francisco-based advertising company Cutwater to produce the video, which was shot in March.

Read more here.  And here is the video: