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: Dockers
Ad Title: Motorcycle Man
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United States
Region: North America
Agency: FCB Worldwide
Year: 1995
Target: Mainstream
none

Theme(s)

Gay Vague

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
none

A preppy guy walks into an alley, where he discovers the motorcycle of his dreams. He fondles it, gets on top as he fantasizes starting it and-- breaks the mirror off.

His arm is then grabbed by the angry, muscular owner, who looks like he's stepped right out of New York's gay ghetto, Chelsea. The scowling owner gives him a look below the belt and barks, "Nice pants."

The closing shot shows the motorcycle pulling away with the camera beneath the V of the now-naked legs of the prep, whose pants have been taken by the biker.

Without the one line in this commercial, more people would be drawing sexual conclusions about why the first guy was left naked. There's a lot of sexual stuff going on in this ad, but no women. The idolification of the motorcycle, the gay-clone look of the bike's owner, the stolen pants and the sexual joke shot at the end combine to make this long-running ad homoerotic.

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

Mike , Dallas, TX
I don't see this ad as homophobic at all. In fact, until I saw it on this web site, I never thought of it as being gay oriented. The prep broke his mirror, the biker took his pants.

none



Attract the Touches of Friends' Boyfriends
Company: Levi Strauss & Co.
Brand: Dockers
Country: United States
Region: US National
Year: 2010



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:


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