Product innovation (Levi's)

I might be a marketeer but I am not a strong believer of advertising. There, I said it. But the recent levi's curve id ad has made me think otherwise. It has appealed to me and to may be thousands and millions of other women like never before. I have been watching it on television for last few months and still every time its played during those commercial breaks I just can't prevent myself from listening to the song and watching the video. For a change, an ad has made me think of buying the product, not because of the song or video but because of the product differentiation that has been highlighted. Its not the size but the shape which is taken into consideration for deciding which jeans fits a woman best. http://www.youtube.com/watch?v=8jjdxt_2vOY

I love the product innovation because I know for a fact after talking to a lot of women in causual conversations that they prefer a brand because of its shape. For example only skinny women used to prefer wearing levi's jeans because of its fit. Lets hope levi's can attract women of all shapes to choose just them. I haven't checked the price yet. They have got the product, promotion and place (i find their outlets in every notable mall) right, lets hope they have nailed it in price too.