Levi's is launching a new viral campaign aimed at boosting overall impressions via email, instant messages, blogs and video sites, as users share their personalized commercials.

Levi's is partnering with three-year-old company Personiva to allow users to upload their own face shots and then receive a copy of a Levi's commercial featuring themselves in the lead role of a daring jeans thief, AdWeek reports. The 153-year-old brand chose this avenue as a way of reaching a younger demographic with connections to popular social networks, in hopes they may pass on their own user-created Levi's content to friends.

Personiva previously partnered with Hewlett-Packard on its "The computer is personal again" campaign. Later this month, Warner Brothers is launching its own interactive viral brand site to support its Looney Tunes campaign; that site will also be powered by Personiva.

Personiva's proprietary metrics track how many ads were created, shared and viewed - and viewed for how long.