This week, Levi’s announced the decision to delay the UK release of its expensive new TV spot, which encourages young people to find themselves through sex, riots and rock & roll.
Levi’s admitted in this article that youthful rebellion was probably a sensitive subject in the UK at the moment and this was probably not a good time to air their advertising.
I must be missing something. So there is a good time to advocate rioting to flog a pair of jeans?
Advertisers aren’t satisfied glamorizing chemical bake-out and teenage skeletons having group sex? They have to encourage youth to riot?
I think it’s advertising condescension: Let’s be one with the kids. Let’s high-five anarchy. Yeah! But toss in a bit of sensitivity to throw the squeaky wheels off the scent.
Apparently Levi’s has no issue running the spot in other less sensitive countries.
Here it is. You decide.