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VIDEO: Levi's Innovative Gay Marketing Move

Gay and Straight Versions of Same TV Commercial Produced

Produced by Hoag Levins
Published: August 06, 2007

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Levi's produced separate versions of the same TV ad for gay and straight audiences.
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Videography: Hoag Levins

NEW YORK (AdAge.com) -- Levi's latest round of TV commercials for its 501 jeans line features the same commercial produced in two different versions -- one for straight audiences, the other for the gay demographic. The gay version premiered exclusively on MTV's Logo network, whose programming is aimed at the gay community. And while this dual TV commercial concept was recently utilized in TV spots for travel site Orbitz with marionette puppets, the Levi's ads are believed to be the first to use real humans in the same way. In this video, Ad Age media reporter Andrew Hampp discusses the Levi's campaign and the overall vigor of the gay advertising market.

Also see the full print story "An Ad in Which Boy Gets Girl ... or Boy"


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