Levi's Crude Ads Continue!

One Million Moms has received numerous complaints about a Levi’s ad, which debuted during Super Bowl LX. For the first time in over two decades, Levi’s aired a campaign during this event. In the “Behind Every Original” campaign, the anthem film “Backstory” celebrates individuals who shape culture, from celebrities to everyday workers.

Set to James Brown’s “Get Up Offa That Thing,” the campaign focused on the fit and movement of the classic denim jeans. The inappropriate recurring theme includes what Levi’s claims is the most iconic view of their jeans - the backside.

Ranging in size and gender, the camera zooms in on over twenty backsides, either dancing, walking, working, or getting dressed. The ad stars a dynamic cast of celebrities, including George Michael and Bruce Springsteen from their ‘80s music videos and Woody from “Toy Story.”

Balancing out the ad are varied females wearing skintight jeans, denim shorts, or short skirts, shaking their behinds and partially exposing their underwear while pulling up the jeans.

The entire Levi’s commercial is distasteful. Levi’s goes as far as ending the ad with featured Grammy-winning rapper Doechii bending over with her rear end highlighted while dancing. While she stays in this position, she turns to the camera, allowing viewers to catch a glimpse of the first and only person’s face during the thirty-second ad.

As a global leader in brand-name apparel, Levi’s continues to be irresponsible in its advertising campaigns, especially since they air when families are likely to watch. These inappropriate Levi’s advertisements are harmful to children because they send children the wrong message.

TAKE ACTION:

Please sign our petition urging Levi’s to no longer air offensive commercials and to pull all “Behind Every Original” commercials immediately.