This advertisement is trying to appeal to a younger and more edgy audience. The Levi’s 501 “Live unbuttoned” movement is geared towards a rebellious and highly influenced younger generation. It uses the line, “Who do you want to unbutton?” to be relatable to many people. This makes it seem like everyone has that one person that they encounter every now and then that they have been attracted to or that they have wanted something more with. Maybe it is a celebrity, or a person highly out of reach, but either way, everyone has someone. Her answer, “The boy who makes my morning latte” makes her seem like a regular girl who has a regular crush on a guy who works in a coffee shop. The whole ad is relatable. Her handwritten answer adds to that as well and does her laid back dress and posture. It makes you want to be her. Makes you want to wear her jeans.