Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement

AdRespect Ad Library Profile

View larger version of the video Members Only!  Download video!
Save as a Favorite

Company: Levi Strauss & Co.
    View Company Scorecard / Contact Company
Brand: Levi's
Ad Title: Taxi
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Bartle Bogle Hegarty
Year: 1995
Target: Mainstream
none

Theme(s)

Real GLBT Person

Trans Beauty

Camp/Gay Drag

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
none

Set in NYC, this British ad follows an old-fashioned Checker taxi driver as he nearly runs over a wealthy elderly couple to pick up a sexy, young lady (played by NY drag queen Zaldy).

She gets into the back of his cab and he grows increasingly hot for her, watching her in the rear view mirror. Then she pulls out an electric razor to clip the after-five o' clock chin stubble and the driver nearly loses it.

The cab screeches to a halt and she exits. Leaving no confusion, the closing words in rainbow colors say, "Cut for men since 1890."

While it's not clear if she was thrown out or merely got to where she was going, the driver is clearly pained that he had been "duped." Though this ad falls into Transgender Unflattering, some have argued that this commercial is actually flattering to the rider, since the driver is so repulsive that no one would sympathize with him.

"We always wanted it to be a positive message," explains Roy Edmondson, an openly gay executive and Levi UK marketing director for the campaign. "Levi's in Europe have had a very masculine image, maybe be too strong, and so we were not only trying to get the idea of unisex, but also playing on the fit.

"The idea of creepy cab drivers drooling over a pretty girl in back of cab, thinking he may have a chance, I guess that is a stereotype. Then we switch it by that girl being transgender -- we believed that the shaver bit gave Zaldy the power in the commercial, then the creepy cab driver became even more uncool."

This ad was at first a struggle to get on air. The British ad standards board refused to allow it to air before late night until the press brought massive attention to the spot as "banned." The board then relented and allowed it to air after 8 p.m. It was then well-received.

It followed a 1980s TV spot for stonewashed jeans created by the same ad agency, which the gay community thought was aimed at them.

Fashion advertisers tend to push the envelope more and challenge people, to create an image. Though based in San Francisco and acknowledging of it gay employees through domestic partnership benefits, Levi is still more often corporately safe as an advertiser.

Levi began a significant gay marketing effort somewhat belatedly. The denim manufacturer expanded its gay marketing efforts in November 1998, about the same time as its TV ad with a gay teen. Levi created its first gay-specific advertising behind the Dockers brand as an insert to OUT magazine. It featured profiles of ten openly gay heroes, featuring people like James Dale, whose case against the New Jersey Boy Scouts went to the US Supreme Court.

none

Stuart Carroll , Provinctown, Mass.
I thought it was quite trans-positive. Zaldy is laughing at the cabby in her last shot, clearly pleased to have passed as a woman, and she stalks sexily off into the night proud and fierce as only a New York drag queen can be. You go girl.

Julie , London, Ontario, Canada
Quite trans-positive...the cab driver is obviously traumatized but Zaldy pays no mind..and is very sexy doing it!

Andrea James , Los Angeles, CA
Just because the brand manager’s gay doesn’t mean that’s an excuse for this weak-assed stereotype.

none



Black Dress
Company: Levi Strauss & Co.
Brand: Dockers
Country: United States
Region: North America
Year: 2002

AdRespect Score:


Inside Out
Company: Levi Strauss & Co.
Brand: Dockers
Country: United States
Region: North America
Year: 1998



Inside Out2
Company: Levi Strauss & Co.
Brand: Dockers
Country: United States
Region: North America
Year: 1998



Meet the Parents
Company: Levi Strauss & Co.
Brand: Dockers
Country: United States
Region: North America
Year: 2000, 2001

AdRespect Score:


Motorcycle Man
Company: Levi Strauss & Co.
Brand: Dockers
Country: United States
Region: North America
Year: 1995

AdRespect Score:


Change
Company: Levi Strauss & Co.
Brand: Levi's
Country: United States
Region: North America
Year: 2007

AdRespect Score:


Different Fits For You
Company: Levi Strauss & Co.
Brand: Levi's
Country: Australia
Region: Australia/New Zealand
Year: 2004, 2003, 2002



Don't Tell My Girlfriend I'm Gay
Company: Levi Strauss & Co.
Brand: Levi's
Country: United States
Region: North America
Year: 1999



Dustin
Company: Levi Strauss & Co.
Brand: Levi's
Country: United States
Region: North America
Year: 1998

AdRespect Score:


I'm Going to the Opera
Company: Levi Strauss & Co.
Brand: Levi's
Country: United States
Region: North America
Year: 1999


none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2014 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement
paid advertisement