Today in 1873, Levi Strauss and business partner Jacob Davis got the patent for their blue jeans with snazzy copper rivets. Still most famous for their 501 jeans, Levi's has managed to maintain its relevancy for more than 100 years despite an onslaught of new, high-end jeans makers like Seven and Citizens of Humanity.

While the brand has had it's ups-and-downs, Levi's keeps proving that they've still got it. To wit: check out their sneaky new viral ad (below) intended to hype its new global marketing campaign, "Live Unbuttoned." The video has apparently become so popular, acccording to Ad Week, that what was intended to be a "small seeding activity" has ridirected Levi's upcoming campaign.