This spot is about leaving a world of fake happiness and finding what’s authentic and meaningful. In it, a lonely guy in a pretentiously designed and soulless apartment pulls on a pair of Levi's 501s. As he yanks the jeans over his legs he literally pulls up a lively and genuine city through the floor of his pristine, yet sterile world. This city completely destroys and replaces everything, and he finds himself in a new world that is authentic, laid back, and true.