How the Levi's ad campaign could have been made to work

I've been reading about the hilarious misfired Levi's ad campaign, and I think I see what they were trying to do and how they could have done it better.

Different people who wear the same size have different builds. For example, some people carry front-to-back, and some people carry side-to-side. Some people have long legs and a short torso, and some people have short legs and a long torso. Some people's hips curve in a smooth and gentle slope from the narrowest point of their waist to where the femur meets the pelvic bone, and some people's hips go straight out to the side at the top of the pelvic bone, slightly back inwards below that where there isn't much going on, then out again where the femur meets the pelvic bone.

I think what Levis was trying to suggest is that these jeans will fit all of these variations, or at least more of them than the average pair of jeans. Which would be useful! And it's possible that the models they use do in fact have these variations in their bone structure. But we can't tell, because of the pose. The pose only highlights their similarities, which makes it laughable.

Here's how they could have done it better:

Get an assortment of people whom the best-selling jeans on the market don't fit well. Make a video of them trying on the best-seller, focusing on the areas where it doesn't fit well. Then show them trying on the new jeans and focus on how they fit better in the problem areas. They could even get several models who all wear the same size jeans but have all different fit problems with the best-seller, and show them each trying on the same single pair of jeans (à la Travelling Pants), handing it from one to the next so the viewer can see that they're actually the same pants. If they don't want to show the models in their underwear, they could be in dressing-room booths with neck-to-knee doors.

The print component of the campaign could consist of a series of ads each highlighting one common fit problem, and include a link to a youtube page where you can see them actually putting on the new pants and comparing them with the old pants, to prove they're not photoshopped etc.

Of course, this ad campaign would only work if the pants actually do what they say they do. But if they do, they deserve to be well-advertised. And if they don't but claim they do, they deserve to be an object of ridicule.