Levi’s Unbuttoned: Secrets & Lies
In general, I worry about the role of the media in promoting the hookup culture. Adolescent girls coming of age are bombarded by images (and compelling storylines) of casual hookups. I won’t bore you by listing them all; anyone who has watched TV in the last ten years could easily provide a dozen examples.
The new Levi’s ad, Secrets and Lies, is outrageous, and I know I should have my knickers in a twist over it. The couple about to have sex has clearly JUST met. They’ve both been spitting game like crazy, so the whole hookup feels dishonest. And how about that breaking and entering? Whoa.
But. I like how the woman is totally into it. She knows what she wants and she’s gotta have it. She doesn’t appear to be at risk for regretting the hookup later; this is a guy that lives in his car. He’s hot though, and so is she. No one is going to get hurt here (except maybe the family that owns the apartment). I was also charmed by the confessional prelude; these two clear the air of pretense before getting down and dirty.
Levis is known for its edgy ads, and this is no exception. It should sell a whole lot of jeans. People will buy them and put them on in hopes of having the opportunity to pull them off. And just a word from the strategy consultant in me: with the recession freaking everybody out, who can’t get behind a pair of super cool jeans for under a hundred bucks?
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