Tuesday, August 07, 2007

New Levi's Commercial Plays for Both Teams



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:

6 comments:

Jeff Parker said...

I have seen both ads and while I like it, I'll be impressed when they play the "Gay" version on something other than Logo...

Anonymous said...

LOVE IT!! Thanks!
Seb

Danny said...

Both those ads are complete BULLSHIT, Kenneth!!! whe's the last time you saw a phone booth like that on the street? Just sayin's all..

Anonymous said...

jeff i read that levi's was going to put these ads on regular cable tv too, not just logo. and, uh, about the phone booth...it's a FANTASY commercial danny boy!

i just like that they did this ad...someone has to be the first, so go on levi's for going first

Anonymous said...

Hey I just saw the gay version on Bravo. I had to take a double-take to make sure I saw it... but there it it was! Very cool.

Anonymous said...

not sure if this is appropriate, but wanted to say hi to jeff parker. I'm jeff parker, too, in seattle.

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