The Levi’s 501 button-fly le of jeans is jog wh the Logo un of MTV, a work aimed at gay and lbian viewers, for a mpaign lled “Logo Unbuttoned.”
Contents:
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” Promotns for the mpaign are schled to beg on Tuday on Logo, a work aimed at gay and lbian viewers that sce s troductn June 2005 has signed sponsorship als wh other mastream marketers like Orbz, Stolichnaya and Suba. Some taboos will still apply; among them, no ontal programmg will clu seri like “The Big Gay Sketch Show, ” “Queer as Folk” and “The L Word”; mic vios; edy shows wh Mar Cantone and Joan Rivers; theatril movi like “Fightg Tommy Riley”; and short programs will also be on a Web se and on mobile phon as well as on TV. In all outlets, there will be mercials and vio clips, created by an agency named Digal Kchen, featurg gay men and lbians talkg ankly about tryg to live life “unbuttoned.
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Cameron said, who addn to gay men and lbians clu “urban, Ain-Amerin mal and young, style-nsc women. ”Some ads wh gay or lbian them draw plats om nsumers who prefer tradnal approach to peddlg stance, posters London rryg the headle “South Carola is so gay, ” meant to attract visors om Europe, were recently whdrawn by the state’s partment of parks, recreatn and tourism, and the employee who approved them rigned. Addnally, “the gay muny has been extremely loyal to Levi’s, ” Mr.
Cameron said, not only for ads aimed at gay and lbian shoppers but also bee of pneerg polici at Levi Strss areas like benefs for domtic partners of employe. Michael Wilke, executive director at the Commercial Closet Associatn New York, which tracks the reprentatn of gay men and lbians marketg, said mpaigns like those for 501 jeans “still haven’t been done that much.
“They appeal, obvly, to the gay or lbian dience, ” he add, “and giv the pani a certa credibily for progrsivens wh general dienc, pecially those the MTV generatn who grew up wh msag of clivens. ”The work by Digal Kchen, rangg om 15 sends to 2 mut, featur gay men and lbians, sgl and upl.