In this famous 1985 television advert broadcast in the UK, model Nick Kamen stripped down to his white boxer shorts in a launderette so that he could wash his 501s. He did so to the strains of Marvin Gaye's 'I Heard it Through the Grapevine'. The ad reached number 6 in a UK poll of 'The 100 Greatest TV Ads' in 2000 (Robinson 2000). It kicked off a series of classic retro 50s-style ads which increased sales of Levi jeans by 800% by 1986. It reputedly did almost as much for promoting boxer shorts.

John Hegarty, a founding partner of BBH, was the creative mind behind this ad. The ad led to Nick Kamen becoming a one-hit wonder with 'Each Time You Break My Heart'.