This is a video ad for RUF AND TUF Jeans by Team Ideators from MICA...The brand's tagline is "Live Extreme"..This video ad personifies the brand RUF AND TUF as someone who “Lives an extreme life”, one who is fearless, adventurous, loves travelling, exploring and experimenting, thrives on challenges, enjoys thrill and adrenaline rush and last but not the least believes only one rule that “there are no rules”.