Up and Down was part of a trio of ads commissioned by Levi Strauss & Co. A "Supervote" was conducted online and the winner was shown during the Super Bowl in February 2002. This pantie-raid was up against Spike Jonze's Crazy Legs, where a limber fellow traverses Mexico City while his legs get all gelatin-like, and Mike Mills' Bull, concerning a fun crowd of folks trying out a mechanical bull. Crazy Legs won out, but Up and Down still aired all over American television for a few months.

Chris' ad uses a sassy Basement Jaxx tune to propel women's jeans to slip up and down. I'm guessing this one was to pay the rent. It was shot in LA, and orginially scheduled to shoot September 23, 2001. I don't know whether or not the shoot was ultimately postponed, but those concerns were brought up.

Award
2002 AdForum Creative Hits: Bronze Campaign (for entire Levi's campaign)