Unbutton your beast - Levi's unleashes creepiest ad campaign ever

Posted Oct 1st 2008 at 2:05PM by Josh Loposer (Subscribe to Josh Loposer's posts)

Filed under: Fashion, News, Denim, Stylish Living

Is this Levi's ad campaign for real? Or is it part of an underground October Fool's Day movement that we're not aware of?

In order to promote their 501 jeans -- a style that probably doesn't even need an ad campaign because it's such a staple of the American wardrobe -- Levi's has decided to whip out an e-card marketing program that's so shocking and tasteless, it's hard to believe. So how does it work? You send a friend an email, in which a beast pops out of a pair of 501s and starts talking. Brilliant, no?

Usually, we're all about clever innuendo, subtle phallic references -- you name it, we'll laugh at it. But this new ad campaign for Levi's 501s displays little or none of that. It's a straight-up, in your face penis joke that is so lacking in nuance, it makes you want to cringe. Kinda like that movie Teeth scarred us for life -- or at least a couple of hours -- this campaign for Levi's might actually be turning us off to one of the most classic and endearing styles of denim the world has ever known. Keep it in your pants, marketing team.

OK... maybe we'll send it to a couple of friends -- but that's all. We swear.

Source

Tags: advertising, e-card, email, jeans, Levis 501s, Levis501s, marketing, pants monster, PantsMonster, penis joke, PenisJoke, unbutton your beast, UnbuttonYourBeast

Reader Comments (Page 1 of 2)

WILLIAM E. RAWLINSON 10-01-2008 @ 9:49PM

No more Levi's for me - and I really like to Levi blue jeans. But Levi is not the only player in town.

KEB 10-02-2008 @ 9:17AM

Is the 501 REALLY still a staple, like the article states? I never see people in them anymore. They look so dated with their high waists. Guys look kind of weird in them and girls don't look so good either.

Annie Scott 10-02-2008 @ 12:03PM

Is this our first post tagged Pants Monster? Well. It's about time.

Susan 10-02-2008 @ 11:35PM

Tacky, really lacking in being original when you come right down to it. I would hope the targeted buying audience might actually find it degrading and juvenile in nature.

Luke 10-04-2008 @ 3:27PM

Rawlinson is right. This campaign is so disgusting and offensive that I will never buy a Levi's product again. Ever. If the culture is going to sink to these levels, it will not be with my support.

Momof5 10-05-2008 @ 12:05PM

I sent an e-mail to them and received this response:
We appreciate your comments about our "Unbutton Your Beast" digital initiative.

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 and advertising colleagues who pay close attention to consumer feedback.

Huh? Meaningful ways? Were you trying to connect with pedophiles and perverts? Cause I'm pretty sure they're the ones you connected with. As a mother with 5 kids, I won't be buying their products unless they pull the ads and apologize for being idiots.

jackson 10-04-2008 @ 9:57PM

E-mailed and received the same rote response. I believe thats called being blown off. Done with Levi's.

jackson 10-04-2008 @ 9:45PM

Completely disappointed and disgusted-this is def a new low!

levirocks! 10-07-2008 @ 11:10PM

FUNNY!!!!
LEVI ROCKS!!!!!

J J 10-08-2008 @ 11:18PM

One of the most disgusting ads I have ever seen .Have bought levis for years but if this is who they are it is no more for me.

dawn 10-10-2008 @ 2:45PM

Who fucken cares?! You're all a bunch of prudes w/ no sense of humor or life. It's just a commercial. Get over it!

dusk 10-10-2008 @ 3:47PM

Apparently you "fucken" care. If it wasn't such a big deal to you, then why did you respond so aggressively?

Tami 10-11-2008 @ 6:53PM

That's what we said when Madonna was showing her belly button now look at what we have become.

chanesaw 10-12-2008 @ 1:56PM

This is definitely the sleeziest ad I have seen in years. Hopefully Levi Jeans will go out of business. What scum dogs they are.

Michael Rowe 10-12-2008 @ 1:57PM

I agree with Dawn. Lighten the fuck up. This is another reason why America is the laughing stock of the entire world---you're mired in your expensive losing war, your country is run by incompetent criminals, your economy is in the toilet, and you're stuffing your fat, gas-guzzling faces with high-calorie snacks and worrying about whether or not a blue jeans advertisement is "too racy," and vowing "never to buy a Levis product again." You'll be lucky if you can afford to, very soon, even if most of you could even fit into a normal-sized pair of 501s.

Tami 10-11-2008 @ 7:03PM

What country do you live in and how many times has America come to it's aid? You are so worried about everyone getting so upset about an ad that offends them yet you are just as upset that they have that opinion. Who needs to get the life? I noticed your responses were about 20 minutes apart how long have you been dwelling on this?

Michael Rowe 10-11-2008 @ 2:41PM

Right, Chanesaw, Levis will go out of business because of this ad. Because, as we all know, sex kills advertising and never sells.

Dee 10-11-2008 @ 3:28PM

It's just an ad. I think it's dumb but if something that minor offends you then it's your right to boycott the product. There are a lot more serious issues that should rock your boat. Lighten up, it's just an ad. Don't worry, Levi's will make it up to you!

Amy 10-11-2008 @ 3:36PM

It amazes me what dumbshit people get offened by. Let's get all pissy over some stupid ad, and not worry about the real problems in the world. I swear the U.S. is the most uptight, anal place. And yes I am American, and U.S. born, get a grip people and get a life. And don't take dumbshit so serious!!!!