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Company: Levi Strauss & Co.
    View Company Scorecard / Contact Company
Brand: Dockers
Ad Title: Meet the Parents
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United States
Region: North America
Agency: FCB Worldwide
Year: 2000, 2001
Target: Mainstream
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Theme(s)

Same-Sex Affection

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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A young man arrives at the extravagant home of his wealthy girlfriend, walking in arm-in-arm with her.

After greeting him, her mom walks behind the man and slyly scopes out his butt.

As they're sitting at the enormous dinner table, the young man suddenly gets a playful foot between his legs. His girlfriend nearby smirks, but then he looks at the mother who is also smiling coyly -- the young man himself is wearing a reserved smile.

Still uncertain whose foot it is, he then turns to the father, who has a stoic look on his face except that he raises his brow as the music turns to a horror sound. The younger man has lost his smile as he raises his brow as well.

In the end, it's not made clear just whose foot it is.

The storyline is remarkably similar to a slightly older Australian ad for Cosmopolitan magazine.

Another Dockers ad in the "Nice Pants" campaign falls into the Gay Vague section. Levi has a long history of gay-themed ads and is also in the gay market periodically. In a "What's Real" campaign, gay youth were featured in TV and print ads.

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Abraham , Washington, DC
There is gay context to this ad, but I do not see it portrayed negatively. The daughter's date did not act in horror or disgust. I would have acted the same in such a situation. Now, what the Australian ad mentioned, THAT is terribly offensive.

Josh , St. Louis, Missouri
Why did this ad get a negative mark? I saw nothing remotely offensive.

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