Historically Levi’s® television adverts have had no spoken words, but carried by a soundtrack. The current 501® jeans adverts however focus very much on dialogue. We wanted to make use of this departure offering some kind of interaction with these talking characters. We wanted the VMX to be fun interactive tool that allows users to create personal messages to send to their friends, with material specially recorded for this toy using the characters in the adverts. VMX connects users and their friends to the advertising in a new and effective way in an entertaining context.