Did anyone see that Levi's commercial last night during The Office? It must be new because I can't even find it on youtube so I can link it to the blog. The ad was appalling! The short of it... two kids (& the operative word is -- kids!) in jeans, unzipping them, showing their colorful-ware. The commercial provocatively moves the ad along w/ the boy and girl commenting that they are "nervous" and "never done it" before... and then the next clip shows them jumping off a bridge/pier in their skivvies.
They weren't in the Levi jeans (at least for any time) that the ad was promoting.
Enough to make me never buy another pair of Levis again. Certainly my girls won't be wearing them. Am I the only one thinking this?? Please tell me someone else saw this and was alarmed!! - Rebecca
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Yes, Rebecca, I saw this too. I commented to Patrick that the kids looked about 14 years old and the ad was ridiculously sexually charged. I will be emailing Levi's to complain about this ad (I email lots of groups complaining about lots of things... don't get on my bad list!). On a positive note, at least the ad ran after 9pm when most younger kids are in bed... young kids shouldn't be watching the Office anyway! Whereas the Viagara, Levitra & Cialis commercials for erectile issues are on TV throughout the day every day. My 5th grader was singing "Viva-Viagra" in the halls at school. He had no clue what it was about. I'm going to email them, too! BTW, has anyone else contacted Weis about my "smut-free, child-friendly aisle" idea? Tracy
Here is a link to place an email complaint to Levi Strauss Co:
http://www.levistrauss.com/Company/ContactUsForm.aspx?loc=1
And here is what I wrote them:
"I am appalled at the TV ad that ran during last night's episode of "The Office" (11-20-2008, 9pm eastern time). There is no need to exploit two young teenagers in order to sell your jeans. There is no need to make such a sexually explicit/suggestive ad in order to sell your jeans. Levis should be a wholesome, all-American brand, not some Abercrombie spin-off. I will not be purchasing your jeans again until I see a change in the direction of your ads to a more family-friendly mode. Shame on you, Levis advertising department!"
Feel free to use if you want!
Tracy
I saw the Levi Strauss ad that not only glorifies casual sex between very young people, but also breaking and entering into a family's home. It is just not acceptable. It is time we act like grown ups and take a stand against this type of advertising. Come to my blog (http://joanoh2.blogspot.com) for Levi Strauss contact information.
Tracy --- you wrote Levis -- what did they say back? Can you cut and paste their email for all of us to read?? --- Reb
I've just added to my blog a direct quote from Levi Strauss' web page, stating the "central theme" of these ads is to promote "unrestrained behavior". Yeah, that's what we want promoted to our kids...ARGH! I've also provided two more email addresses of Levi Strauss folks who are just so darn proud of their commercials. WE CAN CHANGE THIS. Come to my blog and find more info. This is just NOT acceptable. http://joanoh2.blogspot.com
This is the response I received from the Levis representative after I emailed them my complaint. Note how she apologizes "if" I feel they've overstepped their bounds. No apology for exploiting the sexuality of young teens in order to sell jeans:
"Thanks for contacting us about our "Live Unbuttoned" ad campaign. We appreciate hearing from you.
We try hard to connect in meaningful ways with the enormously diverse range of people who wear our jeans. Sometimes, we miss the mark and sincerely apologize if you feel this is one of those times.
Thanks again for letting us know your comments and concerns. We will definitely pass them on to our marketing colleagues who pay close attention to consumer feedback."
Diana
Consumer Relations
Levi Strauss & Co.
diarod3395940
Ellen -- thanks for your comment! I know what you are saying (sex makes money)- but at some point, don't we have to take a stand and say this isn't right?
I have to say - I had no idea it was Levi's. I had to ask my husband (once I gained control over my dropped jaw!). I now know it is Levi - but if my husband wasn't there, I would not have known.
Ellen, I have to respectfully disagree with you when you said, "You are doing exactly what they intended to accomplish, brand recognition. In their eyes, their ad was a success." While brand recognition is certainly a valuable thing to Levi Strauss, what they ultimately want is for us to purchase their jeans. So, although their ad made me recognize/remember their brand, I'm remembering it so much that I refuse to buy their products any longer. Levi's mission: not accomplished with me!
I just want to say "thanks" to everyone for writing!!! This is the goal of our BLOG, to express our differing points of view and challenge our thinking!!!
That ad is terrible.
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