In my early copywriting days, I was taught that it was bad form to write a headline in the form of a question. "It makes the audience feel obligated to answer," I was informed, "so think of the worst possible answer they could come up with, and that's how they'll read the ad."
That said, how could anyone have a bad time in such festive pants? Levi's struggled to remain relevant in the '70s, before briefly regaining their dominance in traditional bluejeans in the 1980s.
I spent most of my teens and early 20s in those latter Levi's, and I can say that I did, in fact, have a few bad times in them.
More ads from the campaign here.