I'm already loving the new Levi's 501 jeans commercial (above) where the cute guy pulls up his jeans and the city street below -- complete with sexy babe in a phone booth -- come flying up with his britches. Not only is the ad sexy and clever, it features the wonderfully atmospheric song "Up Against the Wall" by the Swedish pop sensations Peter Bjorn and John, whom I just got tickets to see perform at Roseland Ballroom next month. Now I just read on Towleroad that Levi's has also released a gay version of the ad -- with everything the same except the phone booth babe is replaced by a blond hunk.
Levi's Marketing VP Robert Cameron admits the idea for the dual ads emerged from a tight budget, but later the concept took on greater meaning. "At first it made us parse the thought of, what does that say? We're not spending as much money as we ought to do a dedicated commercial for the gay market. But [then] we thought, if we're going to do an ad for them, they deserve the same production values. ... So doing the same commercial with different endings seemed to us to be a message about absolute equality.'"
The gay version is below: