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Company: Levi Strauss & Co.
    View Company Scorecard / Contact Company
Brand: Levi's
Ad Title: Jump Rope
Business Category: Fashion/Apparel
Media Outlets: Television (unaired)
Country: United Kingdom
Region: Europe, Australia/New Zealand
Agency: Bartle Bogle Hegarty
Year: 2000
Target: Mainstream
Ad Spotter: Alec Hendry
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Theme(s)

Racial Diversity

Same-Sex Affection

Theme Breakdown

AdRespect Score: 
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An attractive, shirtless young blond guy begins joyously jumping rope on a sandy beach in a semi-macho way and he is identified as "Kevin, Pittsburgh."

Soon, another guy starts jumping with him (this one has a T-shirt) and more text appears, identifying Kevin as "Attacked in the street" ... "for being gay."

Then to a Bob Dylan-like song that says "Let it all hang out," many other same-sex couples appear and they happily bounce together, sometimes holding each other -- one guy even squeezes another's butt.

The tagline for Levis Engineered Jeans then appears: "Free to move."

Unfortunately, this ad never aired in Europe as intended, though some in Australia have reported seeing it. Levi Europe's spokesman Paola Brandi said: "Our European marketing team tested a creative concept based on the tagline 'Free to Move.' The idea was simple -- when thinking about what freedom means to our company, we looked at our company's long history of values and corporate social responsibility. Since our company and our Levi
Strauss Foundation have been leaders in embracing diversity and the fight against HIV/AIDS, we looked at addressing these social issues in the pilot work, which featured real people.

"Although we believed, and still believe, in the message, the ad did not meet our marketing objectives. As usual before releasing advertisements, we conducted research on an extensive sample of European youth (our primary
target market). Regrettably, the data collected showed that the message we wanted to deliver was not communicated by this pilot work. We therefore chose to launch the product in Europe with a new marketing approach that better delivered our product messages: 'Twisted to Fit.' "

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Bruce , Flushing, NY
Loved it!!

Chuck Anziulewicz , Spring Hill, WV
GREAT COMMERCIAL! But why just Australia? Why can't Levi Strauss get it on the air in the U.S.? It would be perfect for MTV, VH-1, or Comedy Central.

Caswell , New York, NY
I loved the ad. Go, go, go Levi Strauss. Your jeans will always always always be wrapped around my fairy ass.

Vladimir , Pittsburgh
I love this ad!! But why was it never seen in the U.S? The ad focuses around a guy from Pittsburgh and people in Pittsburgh don't even get to see it!

Terry , Oakland Park, FL
I can't believe that this commercial does not air in the US!! Let's talk about double standards!!

Jason , Vancouver
This add really rawks! Too bad the ad execs don't.

Simon , Chicago
Boooring! Once again we show great looking men with beautifully toned bodies. Why not show average looking guys? Levi's is such a boring company that makes boring predictable commercials. Why not show a gay shooting his gun and say something about how he was attacked on the streets once, "never again." I don't know, they should be more creative.

Cece Benjamin , Hamilton, Ontario
The ad would've been great without the text. For some reason the "attacked in the street for being gay" and "free to move" rang in my head one after the other... in succession and rubbed me the wrong way. (Kind of like saying when shyte like that happens, just move on -- but it's not okay for shyte like that to happen in the first place... wrong message.) The first thing that came to mind was that he moved because of the gay bashing... ? Go figure... That's how the ad hit me... When I block the text from my mind though, I love the images and the playfulness of it all.

Russell , Hanover, PA
Very nice. But what's this "new marketing approach" they switched to instead, called "Twisted to Fit?" Is it for queer people who try to become straight? Levi's should have stayed with "Free to Move!"

Wes , Benton Harbor, MI
Refreshing. For the way I live.

Wes , Benton Harbor, MI
Refreshing. For the way I live.

John , Los Angeles, CA
This is a great ad showing a diverse group of young gay adults loving life. They're happy and free. It's unfortunate that Levi's decided not to run the ad because it didn't "meet marketing objectives." Maybe those objectives should be changed!

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AdRespect Score:


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Company: Levi Strauss & Co.
Brand: Levi's
Country: United States
Region: North America
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AdRespect Score:


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Company: Levi Strauss & Co.
Brand: Levi's
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Brand: Levi's
Country: United States
Region: North America
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Brand: Levi's
Country: United States
Region: North America
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AdRespect Score:


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Company: Levi Strauss & Co.
Brand: Levi's
Country: United States
Region: North America
Year: 1999


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