The entire commercial is animated. A transparent Levi Strauss & Co emblem appears over an orange and yellow sunset. A cowboy waving a lasso rides a horse over a hill and into the shot. The voiceover discuses how blue jeans were invented by Levi Strauss in 1850 and were the most durable pants “the west had ever known”. Shots of the cowboy riding his horse over hills, with his lasso waving in the air. The camera pans out to show that his lasso is the stitching of a pair of Levi’s blue jeans.