I am always at least a little put off when people's images and words are used this way (think different). In this case however, I was so struck by the narration and images, along with the strange mid-century cadence of the narrator's voice, that I was much more interested in finding out who's words were being read and who was reading them than buying the product. I am more apt to go buy a book now than some jeans...so I guess I have to thank Levi's for that.