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Fancy

Taking a sharp deviation the surreal, somber, optimism of the previous ads in its “Go Forth” campaign, Levi’s latest video in the series is fairly light-hearted. It doesn’t make us want to curl up in a ball and cry tears of joy about being alive. But is that a good thing?

For Spring 2013, the brand went with a simple courtship story between an unknown female model, and Peter Giang, told in a piquant visual manner with rotated axes and some subtle animations. Our favorite part of the video is undoubtedly at 0:30, when Giang skates a quarterpipe that’s poised on the balcony of an incredible stone mansion in the forest.

All in all, it’s a great effort, but in our opinion it lacks some of the avant-garde Coen-Brothers-esque balls of its predecessors. What do you think?