Levi’s Unbuttons The Beast

This is the first time I’ve talked about web campaigns, but this one is so appallingly misguided that I had to comment.

Levi’s has a website called Unbutton Your Beast. When visitors arrive at the site, they’re met with a pair of pants, or more accurately, just the fly area. Visitors to the site can choose of one of four beasts. They can then choose a pre-recorded message or create their own audio message.

Once that’s completed, the beast, which is supposed to be a penis, throbs around a bit, pops out of the fly, and delivers it’s message. The little movie can be shared with others or sent to friends.

This is so bad that it’s actually disturbing. Either Levi’s has misfired by creating an ad that appeals to 11-year-olds, who typically don’t buy jeans, or they’ve targeted men in their twenties and I haven’t realized just how low our culture has sunk. If the latter is true, and this campaign is successful with adults, then civilization as we know it is doomed.

I’m not kidding.

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