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The EVB Unbutton Your Beast campaign for Levis is drawing fire

October 1, 2008

In one of the most tasteless ads ever created, EVB has drawn fire for what some have said “should have a PG-13″ rating appended to it.. as little children are seeing this online campaign now. It’s highly irresponsible and damaging to young children. This needs to be pulled now… sort out the account review later.

Of course that applies if Levis or EVB cares about children..

Unbutton Your Beast drawing fire

Unbutton Your Beast drawing fire

EVB advertising agency is responsible for this as this is the whois output for the domain name.

Registrant:
EVB
612 Howard Street #500
San Francisco, CA 94105
US

Registrar: DOTSTER
Domain Name: UNBUTTONYOURBEAST.COM
Created on: 01-APR-08
Expires on: 01-APR-10
Last Updated on: 07-AUG-08

Administrative, Technical Contact:
Stein, Daniel domains@evb.com
EVB
612 Howard Street #500
San Francisco, CA 94105
US
415-281-3950
415-281-3957

It’s crass advertising unbecoming of the Levis brand. Good thing the all flash site doesn’t even spider in Google at the time of this post.

So they can make crass, but can’t even get it to show up in Google.

Written by TheFounder · Filed Under Advertising Agency News 


Comments

  • C
    DISGUSTING. A new low in advertising. I am hip, modern and stylish. I do NOT find PORN in mainstream ads for Levi's jeans, appealing. Freaking gross, in your face penis's. Are you kidding me??????????????? UGH!!
  • There's also an e-mail contact form for "Issues" on the Levi's web site. I sent them an e-mail today about how this ad campaign is crude and will make me avoid purchasing Levi's.
  • ec
    tasteless. grown adults creating sexually suggestive ads for children. boycott-worthy.
  • HankBerlo
    How is this damaging to kids exactly? Relax.
  • tasteless enough that when I was looking at that site again to follow up with this post.. my 3 year old walked in the room and I was forced to close the browser... that made me feel sort of weird..considering he is wearing Levi's jeans right now.

    Bad Advertising... really bad.
  • Benny
    Oh tired old boring Mr. Founder, you're just jealous because you're probably an EVB competitor and can't come up will anything as cheeky or brilliant. I'm a young guy...probably who Levi's is targeting...and I'm on the floor laughing and unleashed 10 beasts on friends. Or is your horror mock horror...satire, sarcasm...yeah, I think I see a sly smile on your old stodgy face.

    Thanks Levi's. I'm loving this.
  • Just another fine example of the level of immaturity that has infected a lot of agencies. It seems they are oftentimes a group of twelve year old boys targeting other twelve year old boys. What they do passes for 'creativity' because they call it 'edgy' and 'in-your-face.' In reality, it's what passes for dirty jokes at elementary and middle schools.

    The real questions is, why do clients approve and pay for this crap?
  • Maureen
    I was disgusted by this ad. I came across it as my 15 yr old son wanted to see if Levi's had any deals online. I was totally embarrassed and horrified, as was my son! I sent an email to Levi's expressing my disgust and the continuing distruction of anything moral in this world, and here is the response:

    RE: Your Comment/QuestionThursday, October 2, 2008 2:03 PM
    From: "Levi-MBXLevis" Add sender to Contacts To: maur4444@yahoo.com
    Hi Maureen:

    Thanks for contacting us at Levi Strauss & Co.

    We appreciate your comments about our "Unbutton Your Beast" digital advertising initiative.

    With this campaign, our intent is to connect with a younger male audience and re-introduce them to our global 501(r) button-fly jeans. Sometimes, we miss the mark and sincerely apologize if you feel this is one of those times.

    Thanks again for letting us know your comments and concerns. We will definitely pass them on to our marketing and advertising colleagues who pay close attention to consumer feedback.

    Please feel free to contact us again if we can be of further assistance. Just email us back, or call us at 1-800-USA-LEVI. We're available Monday - Friday, 6:00am - 4:30pm Pacific Time.

    Marco
    Levi Strauss & Co.
    roscay3375538



    So...they ARE aiming at my 15yr old SON!!!!!!!!!!! This is horrifying!
  • jackson
    Completely disappointed and disgusted. I guess that's because I'm not a perv.
  • Jill
    I too sent Levi Co. a letter and got the same response form back. There are other jean makers and I will shop for another brand other than Levi. I have teenagers and they think the ad was created by a "perv" too. Shame on Levi for taking a good brand and sinking it down the toilet with such a tasteless ad that just furthers corrupting another generation in taking the low road on morality.
  • Missy
    I was horrified when this ad came on because my children were watching tv with us at the time. If Levi was going to show an ad like this they should have included one of those "due to the sexual nature of this ad PARENTAL GUIDANCE IS SUGGESTED" I will never buy Levi's!
  • Theo
    Whether appropriate or not, the negative reactions aswell as the positive were all calcluated and predicted.

    Some of you ask how EVB and Levis could approve such a publicity stunt, well speaking as an experienced advertising executive the negative publicity will boost sales by a minimum of 20 per cent.

    Missy, Jill, Jackson etc you are partly responsible for the future success of this brand. If I were you I would keep quiet.
  • TODD TREAT
    I could care less about the ad , my concern is that Levi's 501 button fly jeans are no longer the same . It seems that Levi's HAS GONE TO A "GLOBAL FIT" cut , THIS MEANS THAT THE OLD GREAT FITTING 501'S OF THE PAST HAVE SMALLER POCKETS, LOWERED WAIST AND OTHER CHANGES. Are the changes for style or more profit? And Levi's did not say a word about these changes. If you change the cut and fit how can they still be 501's. ANOTHER AMERICAN ICON GONE!
    If your jeans seem to not fit right, its not you but your jeans.
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