Hasta La Creative!

Amazon's gay-marriage-friendly "Husbands" ad for its Kindle Paperwhite e-reader with built-in light is generating lots of conversation, most of it positive, though there is some criticism in the mix. The brand's bikini pitchwoman Anna Zielinski banters a bit about the product with a guy at the beach. He says he's just ordered a Paperwhite and suggests they "celebrate," so it seems like he's trying to pick her up. "My husband's bringing me a drink right now," she says. "So is mine!" he replies. Some reviewers are ecstatic, while others lament that the gay theme has little to do with the plot or product. And of course, various conservative commentators have offered their predictable reactions. Ten years ago, the twist would've been quite a revelation. Today, the punch line seems like no big deal—it actually feels underwhelming. Perhaps that's a sign of how much progress has been made, with mainstream marketers seeing the light and routinely putting gay characters in ads. I happen to think the commercial ends too soon. One gal, three guys, a bar full of booze … sounds like a doozy of a celebration!

Across the country, along with celebrating Memorial Day, Levi’s is once again breaking out their white clothing line. It is now officially OK towear white shoes, white pants, and even a white belt, if necessary. However, to some Levi’s stores, not only does white symbolize  Memorial Day, “the correct day” to begin wearing white, the white knot,symbolizing solidarity for gay marriage is also on display in many stores.

Levi Strauss & Company has long supported equal rights for gays. Headquarted in San Francisco, Levi Strauss is to sponsor a programming block on MTV-owned Logo channel, and was involved in marketing “Milk,” the movie featuring the life of gay civil rights leader, Harvey Milk.

“We always try to connect to the energy and events of our time,” said Erica Archambault, Levi’s director of brand marketing and public relations. “What’s the pioneering spirit of today? A lot of people are rallying around marriage equality and fighting for that and so many individuals within our company feel so strongly about it.”

Before the Banana Republic (and knockoffs) revolution, Levi’s were the jean to wear.
However, their stance on this controversial issue may cause Levi Strauss to lose market share from the conservative side of America.

On the other hand, they are raking in a ton of publicity.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.