Ian Johnson, Out Now
March 10, 2008
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TOPICS: Gay advertising. Levi's Jeans gay ad. Gay ad campaigns. Logo gay TV channel. Gay advertisement. LGBT marketing. Gay marketing and advertising news. Levi's Jeans gay TV ad. Gay TVC ads. Gay TV ad by Levi's. Gay advertisement Levi's jeans gay video. YouTube.com/GayMarketing Gay ad by Levis jeans marketing jeans to gay and lesbian market in US. Levi's gay jeans ad. Gay Market News has written before about Levi's Jeans and their advertising overtures towards the gay market.
Based in San Francisco, Levi Strauss is a company with a long and interesting history, dating way back to the days of the US west coast goldrush.
Through the use of ongoing marketing innovations, and constantly seeking to update to the latest market trends, the Levi's brand has most times managed in its marketing and ad campaigns to keep the brand fresh and at the leading edge.
It was refreshing to see the Levi's gay market ad campaign launched last year, which Gay Market News wrote about at the time.
Now, in conjunction with Out Now's online gay advertising and gay marketing video resource at YouTube.com/GayMarketing watch the Levi's gay jeans ad here.
Gay Market News is pleased to bring you the video of that Levi's gay market ad campaign.
At Out Now we think this is a great first step for the Levi's brand in its TV advertising to embrace the gay market as part of an overall advertising strategy.
Levi's as a brand though is by no means a stranger to gay niche advertising communications targeted to the gay consumer via a gay media channel. In the 1990s, our Australian office was focus group testing ads run by Levi Strauss in specialist gay media for the Australian market, utilizing targeted gay ad communications messages.
This new US gay ad by Levi's runs on TV on the specialist cable channel Logo, as well as on targeted Bravo programs with a high gay demographic such as Project Runway.
The TV ad also has a 'straight' version where the same boy gets to meet a girl and walk off into the nightlife, as compared to the gay ad where his date for the night is another guy.
One note of criticism - the very end of the advertisement really jars, for a supposedly gay ad. I am afraid it looks very much like no physical on-screen contact was allowed at the end of the ad between the two guys -- not even hands touching -- by the Levi's brand managers, which has the effect of making this advertisement look too timid. Almost 'afraid'. A more natural amount of - or even any - physical contact would really have helped to make this Levi's spot a truly great gay ad.
Nonetheless, strong marks to Levi's gay advertisement for taking a logical business step in the gay market with this TV ad designed especially for the gay consumer market.
Definitely a step in the right direction.
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