Wednesday, February 22, 2012

Levi's again insults all women size six and up.

(click ad, via)
"ALL shapes and sizes".
Not the first time Levi's has done this. Won't be the last.
So, put on your fuck-me pumps, tie your hair in a ponytail, and hit the goddamn gym, you size six+ fatties. Then, you'll be hot. Then, go buy our jeans.
Marketers and magazines just can't help insulting the shit out of women.
update: women: a male anon commenter doesn't think this ad is insulting to women.


Anonymous Anonymous said...

Insults?? INSULTS?????????????????
If your hole in the wall agency had the Levi's account, you would have done the same predictably boring headline.

10:14 AM  
Blogger copyranter said...

Probably even more boring.

10:17 AM  
Anonymous Murat said...

Insults? INSULTS? Did somebody say insults? Sorry I had my ear plugs in.

10:26 AM  
Anonymous Anonymous said...

Although it is insulting to women. The best part is that the guy who wrote the headline probably thought it was awesome, poor guy.

10:29 AM  
Anonymous LNNS said...

It's not the headline that makes the ad suck. It's the pathetic display of "different" shapes and sizes.

10:41 AM  
Anonymous Anonymous said...

All 3 women look exactly the same. Is that their idea of all shapes and sizes? Eh, we "hot" women don't buy their redneck jeans anyway.

10:47 AM  
Anonymous Anonymous said...

can't type... words.

10:48 AM  
Anonymous Charlotte marketing firm said...

Indeed, they wanted to communicate about the "sized for everyone" product but the 3 girls here in the picture are skinnier than the average!
I don't think that they made this mistake on purpose but it's just another way to make big girls complexed!

11:56 AM  
Anonymous Anonymous said...

Rally? Do you guys and gals have nothing better to rant about?

12:17 PM  
Anonymous archie oogley said...

Can you verify that this is W+K? Because the font they're using looks a LOT like the font they used in those dumb-ass Robert Frost, bonfire-on-Sauvie's Island, tv spots.

12:17 PM  
Anonymous dude said...

the font is not a font but hand lettered, i work near levi plaza in sf and see their shit everywhere.

the women are all skinny but have different asses. i would say it is insulting, they could have at least made them slightly more realistic than 3 different types of marina chicks.

12:46 PM  
Blogger stirwise said...

What's sort of a shame about this terrible ad is that the Levis product is actually decent. They have four different waist-hip-thigh profiles for their jeans, from petite through plus size. They could have easily shown a short woman, a fat woman, a tall skinny woman, etc. and done a better job of demonstrating the benefit. Booooo, shitty advertising. Yay, comfy jeans.

1:28 PM  
Blogger Stella Undone said...

This ad seems like one college dude talking to another... Not aimed at women at all. Missed opportunity and just another way to objectify women (particularly size 0 women with slightly different shapes).

2:09 PM  
Anonymous molly said...

It's slightly insulting, but actually more destructive to its own message. These asses look the same to me, the one on the left slightly flatter. Plenty of ladies have big curves with a small waist size, so why not show it? The models don't have to be larger than a size 6 to show that kind of range. Good idea/product, poor display of its possible benefits.

2:09 PM  
Anonymous Anonymous said...

Well looks like the ad sucks as much as the product. So, at least there's truth in this advertising.

3:17 PM  
Anonymous CaT said...

It's rediculous at best, discriminatory at worst, but American women have learned to see past advertising campaigns. unfirtunately, more women with dispoable income to play with are paying more lots money to get jeans that really do flatter their curves. What levi's is missing here is the opportunity to cater to a significant spending demographic.

5:32 PM  
Anonymous Anonymous said...

They should have used six women in the ad, from sizes 2-12. That would have really been more representative, and would have kept the basic theme of the ad.

7:47 PM  
Anonymous Huntly said...

Dude, you're famous. Front page Yahoo story up about this ad.

8:04 PM  
Anonymous Anonymous said...

The ad says 'Hotness comes in all shapes and sizes.' Not 'Average comes in all shapes and sizes.' Fat is not hot. Thin sells. Deal with it. Comments on these blogs and the way 'average' women treat naturally thin women like my wife give her a complex as well.

8:13 PM  
Anonymous FatBob said...

someone is mad 'casue they can't get into their size 10 swim

8:18 PM  
Blogger copyranter said...

LAUGH OUT LOUD!!!!!!!!!!

8:24 PM  
Anonymous Anonymous said...

"Dude, you're famous. Front page Yahoo story up about this ad."

Ha! I bet Ranter touched his genitals when he read that. Like every other egomaniacal creative director he looooooooooooooooooves it when people suck up to him, rim his muscled ass. Feels good.....

9:04 PM  
Anonymous @srfuller said...

First, why does your bio say you are "an NYC" instead of 'a NYC'? I thought N was still a consonant. Is it different because its an abbreviation? Second- People are focusing on the skinny or non-skinny aspect of the models (on an old ad)when the ad campaign focus seems to be on the posteriors. There is a business out there that promotes unhealthy lifestyles. Its called McDonalds. Maybe Levis chooses not to promote an unhealthy lifestyle choice. Isn't that their right? If you don't like it, get healthy or take your money to plus size businesses.

9:42 PM  
Blogger copyranter said...

"An NYC" is the correct way to write it...look it up.

9:54 PM  
Blogger Ansonee San said...

Are you fIing kidding me!?!?! Insults?!?! What the f*ck is insulting here???

Are you just looking for sh*t to bitch about?!?!

Idiot. Period.

10:03 PM  
Anonymous Anonymous said...

only fat women are offended. I'm a size 3 I see the variation n the ad...Fat women want the difference in the ad to be the waistline...THAT would not be attractive NOT even to fat girls.

11:07 PM  
Anonymous Rod said...

The most women who are insulted need to lose some weight.

11:11 PM  
Anonymous Anonymous said...

First, I know most of the people claiming not to see the difference in shape in these women are being grossly rhetorical. Their shapes are very different. Showing women of different sizes in the ad would actually have made the differences in body shape less obvious.

As for this whole business about the "average size" of the American woman today being 14... I don't know what that means? A real 14 is a 31 inches waist. But 31 inches is not the average waist size of a woman in the US today.

But whether a size 14 is 31 inches, 34 inches or 38 inches... it shouldn't be an average at all. It's too big.

Go into a good vintage clothing store that sells pants and skirts from before 1970 and see what fits a 31 inch waist. Almost nothing.

11:24 PM  
Anonymous Anonymous said...

jeez some of u fat people just get a life. don't take your insecurities and bitterness out on advertising. pathetic.

12:47 AM  
Anonymous Anonymous said...

@srfuller - try saying it out loud.

4:10 AM  
Anonymous Jean said...

You're outraged about this?
As the most obese country in the world, I think all advertising should show skinny people.

So do everyone a favor, and leave the remote lying when changing the channel to the next food channel, and walk to the TV... It might save your life!!

5:43 AM  
Anonymous Anonymous said...

At the end of the day doesn't the ad get noticed even if it's for the wrong reason the brand has achieved its aim, which I bet is creating awareness!!

6:27 AM  
Anonymous Anonymous said...

What about the insult to slender women? I find it insulting that I can't even go to the store and find food with fattening substances and then again when I am ordering a lot of food for myself at a fast food place and get asked would you like a diet pepsi with this order. I think people pick at things that shouldn't really matter. Hell, I can complain I can't even find my bra size ever in a store. I think people put too much stock into appearances and what should matter is what we are doing to the next generations. Insulting to one may be acceptable to another. I also think that there is more to worry about than what three slim MODELS are wearing. Have you looked at all the reality shows? You rarely see pretty normal sized women. Get over it it shouldn't matter. In this case curve is in the bottom and not waist size. Has anyone checked out the latest statistics on bullying or how about kidnappings? Have any of you checked out the politicians we have today? Compared to what is Angelina wearing today? Come on people grow up. There's so many sizes and people are beautiful but overindulgence in the body is just ridiculous. I was thin and still bullied in school. Get over the body type ordeal and move on to better things to rant about. Look around at what we do to begin with on our own turf before looking to complain about three women in an ad. You figure out what's important... Looks of people paid to show off clothing or the real world? Take your pick I've taken my pick and rolled with the times. I still shop at places that sell fat free or low calorie places, do you?

7:38 AM  
Anonymous Anonymous said...

spokesperson for women? when did this happen?

7:53 AM  
Anonymous Anonymous said...

No, just stating facts. If people spent more time looking at what's important and less time on what isn't then perhaps things would get done. Whose pretty now versus real world conflicts. Yes, I am a woman and yes, I do have a brain compared to yes, I am a woman and have a sex appeal and drive. Hahaha! But people are discussing the same problems that have been about for centuries and here rounder women are more appealing than model type looking. Look at Victoria's Secrets do you see women with the curves being discussed? No, why? Because you expect women to be 'pretty' and be angels. Why get stuck on one thing that an ad did when there are countless examples of it being approved or even highly defined? It's all about what sales and what catches the eyes. And in truth I like the darker stuff versus the more appealing to the eye. If we all were of the same opinion then where would we be? As a book I once read stated we would all be firemen or ballerinas if the world were an ideal place but facts are facts. We all have different definitions of appealing. These women are paid to wear the jeans while we contemplate what is and isn't controversial. What's the point when there are more things that boggle the mind than what is and isn't fashionable or acceptable? Heh!

8:51 AM  
Blogger truthbetold said...

Congrats to copyranter, finally someone to speak their mind in regards to crap advertising. I can tell you from experience, that only a small percentage of women wear heels with jeans. Furthermore, this ad runs because OLD NAVY has come out with another ad which shows the true sizes and shapes of American Women. Keep up the good work

8:55 AM  
Anonymous Anonymous said...

So glad to know as a 5'6", 130lb, IN SHAPE size 4-6 I am now considered overweight as well...

9:49 AM  
Anonymous Anonymous said...

I'm 57 and dont want to look hot in my levis I want to look just the way I know I do with levis or anything else I wear. "GOOD"

10:52 AM  
Anonymous Rebecca said...

This thread confirms everything I always suspected about people who get their news from Yahoo.

11:34 AM  
Blogger copyranter said...

Exactly, Rebecca. Bunch of fucking morons.

11:39 AM  
Anonymous Anonymous said...

I am tall - 5'11" and wear a size 8. I love Levi's - NOT ANYMORE. I have a few pairs in my closet that I will now donate to Goodwill and NEVER buy Levi's AGAIN. It's horrible what the fashion industry presents (as role models.) Don't care about the agency did - Levi's approved it. (btw FIRE that agency-there were lots of people who saw the ad along the approval chain. Levi's needs to get real that people come in all shapes and sizes - tall/thin, petite/thin, petite/curvy, average/average, and so on and so on....

11:50 AM  
Anonymous Anonymous said...

I love the ad. Old copyranter must be a fat couch potato slob like so many instead of trying to look good. You go Levi's. Keep up the good work!

12:21 PM  
Anonymous Anonymous said...

Bottom line here ladies and gents, is that most people do NOT want to look at "average" women (and men) in ads. The reason is "average" is fat. America is severally overweight, deal with it.
Stop complaining and lose weight (this includes men).

12:34 PM  
Anonymous Anonymous said...

Since when did Americans become so whiny. Stop looking into every little detail about ads and other things going on, that make you feel the need protest over the most rediculous things. Find something worth while. Even though all three of those woman are thin, they do have different body types, and they're healthy looking, not anorexic. Maybe you would be happier if they showed a picture of three different body typed obese woman, since that is what America has become. I'm sure that would have been fine.

12:41 PM  
Anonymous Anonymous said...

1. The three women ARE different. Just not as fat as most normal people.

2. So what!? Levi's has a right to do any ad they want. Lets face it fat folks, like to buy bigger sizes of the jeans that look good and the sexy sized people. THAT IS HOW EVERYTHING IS SOLD! What kind of cooky ad with with a bunch of fatties.

3. This blog has every right to critisize as long as you don't try to force the government to pass laws about being "inclusive to all sizes" in ads. Something tells me that there are a lot of people on thie site that want that kind of government control of free speech...

12:42 PM  
Anonymous cath said...

Here's why this ad is insulting to women: The headline is a clicheed attempt to pander with some fluff about embracing diverse beauty standards, while the photo totally undermines this.

Here's why it's ineffective: Neither the headline nor the image manages to communicate the benefit of the product (that three different waist-hip ratios, across the full range of sizes, allow the jeans to fit and flatter variously-shaped and -sized women).

12:42 PM  
Blogger copyranter said...

Anon yahoo back a couple: learn how to spell "rediculous" and go suck the anus of the Levi's CEO.

12:48 PM  
Anonymous Anonymous said...

Before you 'all start attacking companies becuase they realize that generally speaking, mother nature has selected us to reguard fat = ugly; Lets think about "why" shall we? First off, in nature, unhealthy fat animals are unable to outrun their sleeker more attractive predators. They tend to make good munching. Humans are not on top of the food chain, a series of different animals will if able to if allowed, eat human beings. So mother nature in all her infinite wisdom and glory, evolved us look upon unhealthy fat individuals as utterly disgusting thus preventing the attractive healthy individuals from accidentally wasting valuable reproductive energy on indiviudals composed of wads of good eating, animal munching fat. I hope you all learned a lesson on why fat people are not attractive. Forgive the simplification(as well as a total lack of explainations of the health benifits of exercise and proper dieting)of the answer as we also have to contend with a below average intelligence here as well. Good luck and Good night.

1:00 PM  
Anonymous Benno said...

I love Levi's ads...who the hell would want to look at some fatass in jeans. Their fat crack would probably be hangin' out, shit stained g-string all tangled around an old Cheetoh...repulsive.

1:27 PM  
Anonymous Victoria said...

Benno and Anonymous, sorry you've been raised with such morals to think that women above a size 6 look that way. It's too bad your brain is probably the size of your penis, which I can only imagine both to be small and covered in cobwebs. Those who believe a woman is beautiful simply by the size of her waist are the very root and the core of the reason women think they have no value and worth. Really, it's men who devalue a woman by the size of her jeans that promote eating disorders. I truly feel sorry that people such as yourself have not had the experience to encounter a woman with talent, intelligence, worth and value even if they DO have a small waist.
Do yourself a favor, birth a child. Or deal with a needy husband. Give yourself an eating disorder or fill your brain with thoughts of little self-worth. Women, no matter the size, are a thing to be valued EVERYWHERE in the world. Educate yourself, gentlemen. With thoughts like those, the world will crush you.

2:11 PM  
Anonymous Anonymous said...

Look, if you're over size 5 and over 24 years old men just aren't interested. That's just life. Learn to cope. Of course putting down the fork and getting off your fat asses to work out regularly would do wonders from getting way down from that average size 14 you fat pigs!

2:15 PM  
Anonymous ceili said...

This is not insulting only to "fat" women. I'm a size 3, and I can see that there is NO variation in these models. That is one shape, and they could have done a much better job of showing different body types that their clothes can fit. This ad shows skinny girls they can wear them, but it only advertises to the small percentage of women who actually look like that.

2:40 PM  
Anonymous Anonymous said...

I think they just forgot to photoshop the models before it went to press.

3:07 PM  
Anonymous bakamayi said...

"Look, if you're over size 5 and over 24 years old men just aren't interested." I'm going to assume that you're a size 0-4, and are maybe, at most, mid-20s. Look yourself! I'm single (by choice)44 years old, size 14-16, and have NO trouble getting a man. There are plenty of guys out there that don't wear "No Fat Chick" t-shirts. I love my curves, but I hate this ad. Sure, looking closely I can see the differences in the three models - no butt, small but, bigger butt. Sure, these girls may be curvy for their size, but they're not a good representative sample of curvy women. Yeah, I need to loose weight, I know it, so you don't need to tell me. But don't tell me I can't be sexy until I do, and don't think your sex life stops at 30!

6:36 PM  
Anonymous Anonymous said...

Women wear jeans? Based on what I see, most wear their pajama bottoms in public anymore...

7:33 PM  
Anonymous Anonymous said...

I think the headline is great, but the images undermine it. I can see subtle differences in the shapes but not nearly enough to illustrate "all". Also - the headline does talk about size, so it was Levi's that started it, but the models all look the same size. That doesn't mean they should show women that are unhealthily overweight. So they shot themselves in the foot. Shame - sounds like they actually have a good product.

7:46 PM  
Anonymous Anonymous said...

you're all missing the point, which is that these jeans are not flattering unless you're tiny because they don't fit the way the advertise they will. I tried a pair on in my usual size and they wouldn't even do up. I'm not fat or short, just an average size (which I won't divulge here because we have different sizing in New Zealand that in the US). They don't even make them in big sizes!

8:27 PM  
Anonymous Anonymous said...

To be fair they do have different shapes. I think they were aiming for 'different shapes of the same size'. I'm a NZ size 8 (US size 4 or 6, I'm not sure) and I have a friend who buys the same sizes but looks completely different and buys completely different styles because she's taller and hourglassy while I'm pretty short and 'straight'. It's a shame the designer didn't quite think through how most people would interpret the headline and picture. I agree that some media goes over the top with their photoshopping and the sizing of their models but I don't really think this ad was meant to say "You're only hot if you're this slender". Pretty sure it's meant "Hey look, whether you have a curvy bum or narrow hips, we have the jeans for you". As far as the 'bigger' target audience goes, I don't see many other ads catering to that size either. It's a problem but I've seen worse than this ad.

10:18 PM  
Anonymous bakamayi said...

Nope, the whole point is the ad itself. Many people have said they like the jeans, but whether they're awesome or not is irrelevant. What's insulting is the ad.

10:36 PM  
Anonymous Anonymous said...


10:40 PM  
Anonymous Anonymous said...

I work for Levis in SF and I am a true believer that their curve ID jeans do fit all shapes and sizes...just because they did do a poor job showing that in their AD doesnt mean that their purpose is wrong. I would recommend all women try them on and see that these jeans are really awesome and are tailored for all shapes and sizes.

11:09 PM  
Anonymous Anonymous said...

I bet all the brotarded guys posting here about how women size five and up are fat all have tiny penises. After all, they'd need a tiny, skinny girl to make their tiny, skinny penises look bigger. I'm sure their precious little tadgers would get lost inside anyone who wasn't model thin. Big cars and tiny women. It's the bro way!

1:05 AM  
Anonymous G. bush said...

your agency is representing fat women eating at Mc Donalds, do not know what an apple or Broccoli is and you are just fucking feminists
who have only ugly bitches working at your prostitute office.

get a job, assholes, fucking fat
women's club !

George Bush

10:53 AM  
Anonymous -1-T-M- said...

"So Much Smoke for So Little!"

Sure, the headline with the three, uniform, "bitch please," pony tailed maidens in fuck-me pumps is misleading, but let's look at other past and present day treatments of the 'Three Graces.'

The Three Graces by Raphael, housed in the Musée Condé of Chantilly, France.

Peter Paul Rubens. The Three Graces. c.1636-1638. Oil on canvas. Museo del Prado, Madrid, Spain.

Leonard Nimoy, Three Graces, 2007

More representations , go here:

10:55 AM  
Anonymous Anonymous said...

I think everyone should just let things be...who cares what size the models are!!! Can you find a pair in your size? Probably!! I know that most models are thin, maybe I want to be that thin maybe I don't, or I am or I'm not WHO CARES!!! I think it's ridicules how people go on and on and on about STUPID things, maybe you should be judged every time you open your mouth or when you do anything, I think that the people who complain about these things should go out and get a life, maybe the ones that complain about these adds should go and get HEALTHY!!! This is why our nation is dying from diseases that are caused by being overweight because people don't take care of themselves! I am so tired of seeing that there is some sort of controversy about an add that a company put out. GET A LIFE!!!

1:51 PM  
Anonymous Greg K said...

If I were to select three women off the street at random I would end up with a more diverse sample. This was a hand picked sample meant to illustrate 'all' shapes. It has failed in effort where no effort at all would have produced a better job.

Perhaps the headline should have read "Hotness comes in some shapes and sizes, here are the three we prefer"

11:00 PM  
Blogger Kaitlen said...

"Who cares?" "Levi's can create any ad they want!" Some people miss the whole point of copyranter, don't they? (And I'm not even touching on the issue at hand, which is, at best, a photo that undermines the intended message.)

4:09 AM  
Anonymous Marc said...

why is everyone complaining about Levis jeans and these models....don't you have anything else to do? If you think the "average" American woman is insulted, then let them complain for themselves. America has become weak and overly sensitive. The "average" American should invent their own jeans and share their ads... or just sit around and complain, while they eat their sorrows away.

6:00 PM  
Blogger copyranter said...

Hey Marc: how bout we meet face-to-face (I'm 6-2 5% body fat life-longer ice hockey player), and we'll see who is weak.

6:34 PM  
Blogger Sandy said...

I looked at the add and thought what different sizes???????? Most women in the south and the midwest would look at that and laugh! Uhhh get real, we don't look that! Shouldn't have to.

8:26 PM  
Anonymous Anonymous said...

It should read "Hotness comes in all HEALTHY shapes and sizes... rest of you fat chicks need to lose weight for your own sake and your mens."

Seriously, you should stop trying to portray fatness as being good or normal - its NOT. It contributes to disease, and unsustainable overconsumption, and an increased divorce rate.

11:46 PM  
Blogger Sandy said...

@Rod and Anonymous (coward) you obviously view women in a superficial manner. You stop at the outside and go no further very shallow. Furthermore, curves and a little meat does not denote and depict fat! No one said morbidly obese is good, I think you misunderstood the point. The average size is a very realistic 12-14 which is real!! Keep it real and Rod I hope I raise my son to be more open and not as shallow as you. I will pray for you. Beauty is in the eye of the beholder and does not mean size 2 or 6! Shouldn't have to Hollywood and Levi's get a grip!

8:31 PM  
Anonymous Anonymous said...

Which exact magazine/issue is the photo from?

2:30 PM  
Anonymous Melissa said...

I dont think the ad is insulting but i do feel it's very misleading. I'm a sixe 16 now but was a 26 at one time and I have yet to see ANY ad by ANY company that reflects the sizez obese women m,ust wear. As for the "national average" of size 14, I have to laugh at that. As a white women living in the south, I am the minority. The black women down here are so huge in the back end that they could NEVER wear ANY jeans that LEVI produces. IT would be nice to see a line of jeans that fit the flat butt white girl population and the rhino butt black girl population.

8:52 AM  

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