'Dare To Unbutton My Beast?': Risque Viral Jeans Campaign Targets Young Males

AdWeek: The e-mail arrives with the subject “Do you dare to unbutton my beast?” Users can customize the message to friends. The default borders on the risque, reading, “There’s something I’ve been meaning to tell you, but I don’t want to freak you out. That’s why I’m sending my beast to do my dirty work.”