Act on Offensive Levis Ad
Many of you would have seen the large billboard ads for Levis jeans in most metropolitan areas. The ad features two young women in a public bathroom passionately kissing each other. Next to the lesbian love scene are these words: "Different fits for you".
The message, aimed at young people, is clear: just as there is no one size of jeans that fits all, so there is no one lifestyle that fits all. Thus any and every alternative lifestyle is valid and acceptable. But of course all lifestyles are not equally valid. Some are downright dangerous and immoral. Levis should not be making a profit from leading young people astray in this regard. Profits obviously mean more to them than the well-being of our young and our community.
If you have already written in complaining, you would already have been given a reply from Levis. Indeed, everyone who has complained receives the following form-letter response:
"Thank-you for taking the time to communicate your concern regarding the Levi's "Kiss" advertising. We respect and value your opinion on this matter. Our intention with this advertising was not to cause upset. The intent of this advertising was to position women as confident, sassy and self-empowered. The image is actually of the same girl and depicts a "virtual reality" of her expressing different aspects of her personality.
"The image was assessed against the Australian Federation of Advertising guidelines on two key areas, namely: Portrayal of Women and Portrayal of Diversity in Outdoor advertising. On both points, the AFA did not find that this ad in anyway contravened the guidelines.
"Levi's has a long tradition of celebrating and respecting diversity and tolerance, our core value is based on freedom of expression and self empowerment and we believe this advertising supports and communicates these ideologies.
"However, we respect your opinion and recognise that your perception of this advertisement was different to what we intended and consequently we would like to extend our sincere regret at the distress caused."
Thank-you for your feed-back. Kind regards
Nelly Phelan, Marketing Services Manager, Levi Strauss ANZ
If you have not seen the ad, you can see it at their website: http://www.levis.com.au/
Please raise your voice in protest:
1) Complain to those who feature the billboard (the local council, etc.)
2) Complain to Levis. Here are their details:
If you have any questions or comments concerning Levi Strauss & Co, please email us at: helpinfo@levis.com.au
Please act now. If we do not, this kind of thing will only get worse, and we will have only ourselves to blame. If enough people express their concern, we may actually see things turn around in this country. But silence and apathy are our worst enemies.