Today's Rant: Levi's Ad Campaign Goes Too Far

Jim Liebelt | Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University | Thursday, October 2, 2008

Today's Rant: Levi's Ad Campaign Goes Too Far

Well, I used to like Levi's. After years of wearing 501s, Levi's has managed to flush whatever goodwill I had toward the brand down the toilet in one fell swoop. In what looks to me to be an act of desperation to gain some relevance in the marketplace, Levi's has released it's instantly controversial "Unbutton Your Beast" ad campaign. On it's website (don't go there!) visitors can select their very own trouser puppets (like "Paul the Pincher" and "Saucy Sal") to customize and send to friends. It's blatantly nasty and completely inappropriate. Make no mistake, Levi's is encouraging visitors to focus on what's behind the buttons.

Although most fashion-conscious teens won't be caught dead wearing a pair of Levi's, I'm worried that the campaign which resorts to adolescent (or grade school) humor to attract them to the site will succeed.

Parents, don't let your babies grow up to wear Levi's.

Source: HomeWord

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