Jeans-lifting Levi’s spot swings both ways It’s hard to miss that Levi’s TV spot where the guy pulls his pants up and demolishes the world around him. It’s a well-done commercial with a good mix of ambiance and digital effects. But what I didn’t know until today is that this ad plays out completely differently on the gay- and lesbian-themed Logo cable channel. In the version airing there, our pant-pulling protagonist summons a guy through the floorboards instead of a woman. It’s great to see this nod to inclusion by the folks at Levi’s, who surely understand the profit potential. I’ll stop short of saying they’re really pushing the envelope until I see the gay version pop up during the break on Law & Order. Apparently they are planning to expand the spot to more stations, but they’ll probably just cop out and put it on Bravo. —Posted by David Griner

August 21, 2007 in Griner | Permalink

Comments

---

If anyone can explain what either homo- or hetero- versions of this ad means, I'd appreciate it.

Posted by: yikes | Aug 21, 2007 2:33:18 PM

Still doesn't beat the old "watch pocket" ones.

Posted by: | Aug 21, 2007 3:53:10 PM

Even their "gay" version could just be interpreted as friends. If they'd held hands at the end I would have considered it gay.

Posted by: | Aug 21, 2007 5:33:49 PM

This just proves that when it comes to getting press coverage or the public's attention for that matter...all that matters is whether or not you're the first. No one cares if its any good. THE AD DOESN'T MAKE SENSE! I'm having Brokeback Mountain deja vu. Was that a good movie? no. But it was the first mainstream movie about homosexuals. Personally, I can't wait to see the first good homosexual ad or movie...

Posted by: Trevor | Aug 21, 2007 8:36:02 PM

Did they have to put a guy in the phone booth for it to be a gay spot? Did the guy ever strike you as particularly straight? I just thought the girl was his long lost sister or something. I laughed out loud at the vain attempt at sexual tension when I first saw it.

Levi's has just made every last surviving American male wonder if he wants to wear gay jeans. Fairly stupid move on their part.

Posted by: Steve H | Aug 21, 2007 9:44:39 PM

not to mention the fact the only dealers and hobos use pay phones nowadays...can you imagine a hot girl/guy making a call in one of those things!

Posted by: money | Aug 21, 2007 11:43:33 PM

both versions of this spot are stupid.

Posted by: 32" | Aug 22, 2007 2:01:26 AM

I'm loving the commentary on the MSNBC site more than here. Here it's like standard internet "who cares, it sucks" chatter. Over there this commercial has become the rallying cry for homophobic consumers to stop buying Levi's jeans.

Personally, I haven't bought Levi's jeans in years, nothing to do with their politics, I just can't afford what most places charge for those strips of denim. It's not as if Levi's is the first to have such an ad. What about Pete and Red from Haggar slacks? *grin

Posted by: urban bohemian | Aug 22, 2007 11:52:21 AM

So no one knows what it means? I seriously do not get the ad at all.

Posted by: yikes | Aug 22, 2007 12:55:57 PM

Nope, Yikes, I don't get it either, and (I think) the last time I saw an actual phone booth was in the early 90's.

Posted by: Tdave | Aug 23, 2007 5:24:17 AM

Put on a pair of Levis. change your perspective/ environment. (In more wwyas than one?). I think.

Posted by: Doug | Aug 25, 2007 5:42:41 PM

Yes. Both versions suck. Maybe there's some double meaning in that.

Posted by: thatguy | Aug 26, 2007 9:34:29 PM

What happens to either phonebooth occupant who walks off with the Levi guy the next time those pants come down?

Posted by: Loonesta | Sep 22, 2007 9:58:06 PM

what's the song on the commercial?

Posted by: | Sep 28, 2007 6:23:54 PM

Did anyone ever figure these ads out? I STILL don't get it!

Posted by: RenoDavid | Oct 19, 2007 1:18:32 AM

You guys are so over-analytical. The guy pulling his pants up is so HOT that even if his long lost puppy were in the booth I would want to buy jeans and emulate him. Someone needs to put that guy in a movie or on billboards EVERYWHERE!!!

Posted by: BiGuy | Jan 2, 2008 10:56:45 PM

Indeed, the "gay" ad is airing on Bravo. At least, it's airing during "Project Runway."

Posted by: me | Jan 11, 2008 8:16:09 AM

I think the song is by New Order

Posted by: Tesko | Jan 11, 2008 8:59:48 PM

I realize I'm a bit behind everone else here but I'm watching Project Runway on Bravo and just saw the ad with the man. Hopefully they'll move it along to other stations soon enough! :)

Posted by: Lily | Jan 23, 2008 10:47:21 PM

i love that levi's was brave enough to do that... you guys rock. now if you could put it on every channel 24/7!!!!

Posted by: weee! | Jan 24, 2008 11:36:03 AM

I am not sure what a hipster is but I have the jeans for them. I do know what hippie is however.

Posted by: Rocknrolljeans | Feb 1, 2008 8:57:54 PM

Obama and Hillary are falling in Love!

Posted by: 1/2 Price Levi's | Feb 1, 2008 9:01:06 PM

Post a comment

Name:

URL:

Remember personal info?

Comments:

The opinions expressed in comments are those of the individual poster. They do not necessarily reflect the views of Adweek or Nielsen Business Media. Comments of a promotional nature or comments that are otherwise inappropriate may be removed.