Uploaded December 2010 | Updated September 2026, 15 hours ago

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1998 ad for Levi's Hard Jeans. Softened and lightened jeans had become very popular and Levis decided to go the other way with unwashed jeans that were stiff (probably intentionally stiffened) when you bought them.

This ad features mechanical (perhaps riveting or pile driving) noise noises overlaid as the jeans are stitched by a sewing machine. The obvious implication is that these jeans are tough as nails.

This 30 second spot aired in 1998 during the series premiere of That 70s Show.