- Adweek , Wednesday, October 8, 2008 10:02 AM
Referring to Paul the Pincher, one of the character options in Levi's 501 jeans new "Unbutton Your Beast"
viral campaign , "Tonight
Show" host Jay Leno said Friday: "Let me tell you something, if you've got a crab claw coming out of your jeans, you might want to unleash some penicillin." The controversial Web
campaign allows users to create and email phallic "monsters" that pop out of Levi's 501 jeans.
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