The ADgenda: Levi's jeans

This week's most offensive advert.

It's often exhausting watching adverts. The constant focus on self-improvement wears you down swiftly until you're left contemplating the futility of making that cup of tea because how will that make you sexier/funnier/skinnier/smarter? It's an age old method and we all know it only too well - make the consumer feel inadequate and they will latch onto any quick-fix solution, no matter how silly.

A new way of life is offered by everything from your hifi to your toilet roll. But with all these new ways of living on offer surely the outcome is a society of severely confused individuals with a bad case of identity crisis? Levi's are here though to force their idea of success upon our tiny minds. By buying a pair of their jeans you're not just presenting your bum in its best light - oh no no - you're buying into a whole way of life. Your world view will change for the better - you'll become more spontaneous, more enigmatic, more self-assured, and far better-looking. You'll freefall off tall buildings just for the hell of it, before prancing in the rain all the while maintaining your dead-eye pout. Because you're wearing a pair of Levi's.

Just like the Beat poets of yesteryear a side-effect from this new way of life may well be a touch of mental instability - you'll say. every. word. very. loudly. and. jerkily. because. you. are. edgy. but. also. starting. to. feel. a. bit. paranoid. and. you. are. wearing. Levi's. So as you prowl the streets muttering a string of words that sound clever but are actually utter gibberish while hastily doing up your shirt because, oops, you're so busy embracing your new outlook that you forgot to dress yourself in a decent manner this morning - congratulations, you've turned into that person. The one who passers-by cross the street to avoid.

Levi's advert. Photograph: Getty Images
Getty
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Tony Blair won't endorse the Labour leader - Jeremy Corbyn's fans are celebrating

The thrice-elected Prime Minister is no fan of the new Labour leader. 

Labour heavyweights usually support each other - at least in public. But the former Prime Minister Tony Blair couldn't bring himself to do so when asked on Sky News.

He dodged the question of whether the current Labour leader was the best person to lead the country, instead urging voters not to give Theresa May a "blank cheque". 

If this seems shocking, it's worth remembering that Corbyn refused to say whether he would pick "Trotskyism or Blairism" during the Labour leadership campaign. Corbyn was after all behind the Stop the War Coalition, which opposed Blair's decision to join the invasion of Iraq. 

For some Corbyn supporters, it seems that there couldn't be a greater boon than the thrice-elected PM witholding his endorsement in a critical general election. 

Julia Rampen is the digital news editor of the New Statesman (previously editor of The Staggers, The New Statesman's online rolling politics blog). She has also been deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines. 

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