Advertising Industry
Industry: Email Alert RSS FeedLevi's Hip-Synching - TV ads for Superlow jeans
Brandweek, June 25, 2001 by Becky Ebenkamp
The term "navel gazer" was coined to describe introspective types, but an ad for Levi's Superlow jeans puts this body part on display for others to fixate on. In other words, what was once an innie is now an outie. The navels are animated to mouth Diana Ross song "I'm Coming Out" (actual singer: Jamie-Lynn Sigler, The Sopranos' Meadow) as gals strut--the camera crops out all but torsos. Is it objectifying when men watch belly buttons bursting into song? Maybe, but at least they're not staring at our chests for once.
Product: Superlow jeans
Marketer: Levi Strauss, San Francisco
Agency: TBWA/Chiat/Day, San Francisco
Market: National (Fox, MTV, WB, NBC)
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Key players: Chiat: Chuck McBride, creative dir; Jon Soto, assoc creative dir; Jeff Labbe, art dir; Susan Treacy, copywriter
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