Today's Rant: Levi's Ad Campaign Goes Too Far
Jim LiebeltJim is Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University. Jim has over 25 years of experience as a youth and family ministry specialist, and has been on the HomeWord staff since 1998. He has served over the years as a pastor, author, youth ministry trainer, adjunct college instructor and speaker. Jim’s culture blog and parenting articles appear on HomeWord.com. Jim is a contributing author of culture and parenting articles to Crosswalk.com. Jim and his wife Jenny live in Olympia, WA.
- 2008 Oct 02
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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