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.
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