Levi's gets 50 young women to tell their stories in new campaign

By David Kiefaber on Tue Dec 7 2010

Levis

Levi's opened up jeans to women 75 years ago, but now the brand is truly celebrating the ladies. The ubiquitous clothing brand has given journals to 50 inspiring young women for them to document how they're making the world a better place. These journals will play a vital role in Levi's sponsorship of the first-ever TEDWomen conference, which will also feature a documentary film, titled Shape What's to Come, about eight of the most photogenic journal contributors' stories. This is an impressive display of sucking up to a powerful consumer demographic, and an equally brazen, if indirect, display of the "buying stuff as activism" ethic a lot of companies are using. Levi's global vp of women's marketing gushes over how the featured ladies are "changing the world with nothing but raw talent, game-changing ideas and the will to make a difference," while Gen Y consultant Lindsay Pollack says "the media perception of this generation is that they're entitled or coddled or lazy. They're not. We are just intimidated that they don't have any timelines and they are achieving these extraordinary things." Even if that's fake sentiment based on marketing data, it's still nice to hear after so much ink and paper has gone to attacking this generation for coming of age in a horrible job market and tender economy. Hopefully Levi's motives are at least somewhat genuine here, because it looks like some actual good might come of this whole thing.

Jeans ads offend delicate sensibilities with their 'crude' language

By T.L. Stanley on Thu Oct 14 2010

Levis

There's no way to put this euphemistically: Those jeans make your ass look ginormous. There, I said it. And while it's OK for me—my friend's crying in the corner now, but never mind that—it's totally crass for marketers to use real-world terms to describe people's butts and the denim covering them. At least, that's what The Wall Street Journal suggests in a starchy story that goes so far as to try to get a spark out of the Parent's Television Council. (The PTC, uncharacteristically, didn't really take the bait.) Gap, Levi's and Lee Jeans are all using terms like booty, ass and butt in their current ads, and the Journal considers it crude. Tsk, tsk. What's the alternative—in the 21st century, that is? Backside? Behind? Rear end? Rump? Ridiculous! Someone needs to remove the stick from its derriere.

Levi's launches Bruno-like quest to find 'New Americans'

Posted on Wed Jul 15 2009

Levi's is taking the theme of its "Go Forth" campaign pretty literally. The company has hired a video production company called DuckDuck Collective of Lynchburg, Tenn., to go forth and document the "new Americans." This week, the crew hit the Oasis, a small restaurant in Cottondale, Ala., according to the Tuscaloosa News. The effort ties in with Levi's Wieden + Kennedy-produced ad campaign on the "Go Forth" theme that launched July 1 (see video). The initial ad in that campaign, shot in black and white, aimed to be provocative and patriotic at the same time with nods to Walt Whitman's poetry and lots of nubile young flesh. But, the whole idea of fashionistas heading into the heartland sounds strangely familiar. Is Bruno consulting for Levi's now?

—Posted by Todd Wasserman


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