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The Independent Online
Levi's jeans has a new advertising campaign that suggests another use for the belt-level little ticket pocket on its 501s. The advertisements are set in a small, dusty 1930s town. The camera follows someone - who remains unseen - driving into town and, to the shock of local shoppers, buying a pack of condoms from a gruff store manager and sticking them in the ticket pocket.

In the version shown in cinemas, that night a young man arrives to pick up his date, the door opens and there stands -yes, you've guessed - her unamused father, the shop manager who sold the condoms.

Television viewers will see a somewhat different version. After the angry father opens the door, the camera turns to reveal that the eager young shopper is the woman pictured above.