How Does the Consumer Use Your Product?

Well, in the case of this Levi's ad .... these guys are jumping into their pants! Check out how Levi's targets one of their customer segments - Levi's Guys Backflip into Jeans. The only thing that troubles me is that there doesn't seem to be a Levi's logo anywhere so how will this drive these young consumers to buy Levi's over another brand? What am I missing?