I am very concerned about a Levis television commercial I saw last night (11/20/08) on NBC during The Office. A young man and young woman in their teens are taking off their clothes saying things such as, “It’s my first time,” clearly preparing to have sex. The commercial explicitly reveals these two teens in their underwear, and eventually shows them jumping off a dock into the water.
As an artistic person having worked on television commercials, I can appreciate the creativity that went into this spot; however, I am deeply troubled at the message it sends to the children, particularly the teenagers in our country. My young children are usually in bed by the time I watch The Office, but I would hate for any of my children to see this advertisement, and then go away with the understanding that it is OK for unwed teenagers to have sex, which is clearly the message this commercial is sending, not to mention that its explicit content borders on child pornography. It’s a shame that Levi Strauss & Co. seems to think it is necessary to resort to such base methods as selling the sexuality of our great nation’s youth in order to market its timeless products.
Write to Levi Strauss & Co. and let them know what you think:
Levi Strauss & Co.
Attn: Consumer Relations
1155 Battery St.
San Francisco, CA 94111