Levi’s 501 Unbuttoned Jeans TVC Ad Borderline Soft Core Child Porn

Columnist Lewis Lazare from the Chicago Sun-Times declares that the director’s cut of the Levi’s TVC ad ‘First Time’ as “borderline soft-core child porn,” and goes on to describe the details that may be offensive, “The girl is seen helping the very boyish-looking guy unbutton his jeans while they exchange hugely suggestive lines such as the girl’s remark that “nobody is good the first time” and the guy’s question, “Is it gonna hurt?”

These details were immediately edited out of the director’s cut of the TVC as adverse reactions from Lewis Lazare and most probably other people who were sent an advance copy came pouring in. The re-edited version of Levi’s Unbuttoned Jeans First Time TVC can be seen in the YouTube video below.

Lewis Lazare does concede the improvements but still has his reservations, “The re-edited version does manage to clean up some of the sleaziest sexual innuendo in the director’s cut, but certainly not all of it.”

He warns his readers that the TVC “serves as a reminder that behind closed doors, ad agencies and clients are always considering ways to push the envelope and attract attention — no matter how unseemly their methods of doing so may be.”

The re-edited Levi’s 501 Unbuttoned Jeans TVC Ad is part of Levi’s global TV campaign. I personally saw the First Time TVC on cable channel ETC while Project Runway Philippines was being aired on 17 August 2008.

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