Talk show host Glenn Beck does not care for Levi's new marketing campaign.
The SF pantsters latest ad shows young people exploring life, and promotes individuality. Beck thinks it's a bit too progressive and promotes "glorifying revolution."
Beck goes on to describe the ad being "shocking" and that the voice-over makes it worse by saying they want to be the "uniform of progress," while images of people's rear ends are flashed before us.
On Beck's blog, he says:
“I can’t believe I’m saying this. I love Levi’s. Never again, Levi’s, never again will you get a dime from me. I know you’re not disappointed. Never again. I won’t wear your stupid red tab. The quintessential American piece of clothing doing this. Just for what? Because you just want to sell, because you want the controversy? I don’t think so. You believe it. You say you want your jeans to be the uniform of progress.”
“Nope. I’m not interested. Thank you.”
The video below is the "shocking" ad in question. As you can see there are many shots below the waist of Levi's, which, as it turns out, is generally where pants are worn.