The Levi's Video Mixer (VMX), provides a fast and fun way for the text-happy target audience to send video messages to their friends. The VMX is unique in that it uses a series of standard technologies to create a non-standard result: the creation, manipulation and distribution of customised video messages. Users can construct messages from a library of pre-recorded video word-clips (actors from the TV ads) and send it to any of the site’s 5 languages, to a friend via an emailed URL. The VMX engages the user directly with the Levi's brand in a very personal way: they can make the characters from the TV ad say what THEY want for a change, turning the tables on the usual one-way marketing monologue.