Quantcast

Levi's 'Hotness Comes in All Shapes and Sizes' Ad: OK or Offensive?

Living 2012/02/23 18:23:27
You!
Add Photos & Videos
A new Levi's ad proclaims that "Hotness Comes in All Shapes and Sizes." Well, that's true, and a great message for women, too! Until you look at the ad (provided by Copyranter) and realize that all of the women are thin with very similar body types. So, what gives?



The ad goes on to explain: "At Levi's, we believe that beauty comes in all shapes and sizes. That's why we developed Levi's Curve ID -- a revolutionary, customized fit system focusing on a woman's shape and proportions, not her size."

Again, great idea, but the woman on the left is slim with a flattish butt and chest. The one in the middle is also slim with a curvier butt and chest. And the one on the right is also slim with a curvy butt and an even smaller waist. What happened to "all shapes and sizes"?

Feminist blog Jezebel kind of sums up the problem right here: "See, 'hotness comes in all shapes and sizes,' as long as those shapes are minute variations on the same thin, ponytailed woman." Levi's, we'll give your Curve ID jeans a try ... once you concede that "hotness" can be bigger than a size six.
Add a comment above

Top Opinion

  • Leah 2012/02/23 19:19:44 (edited)
    Offensive
    Leah
    +32
    They just chose 3 different types of slender models.

    That's like saying, "Cat's come in all different shapes, sizes, and colors" and using this picture as the ad:

    3 types slender models cats shapes sizes colors picture ad

    (If you are the breeder of these cats, I found this picture on google images. No copyright infringement intended.)

Sort By
  • Most Raves
  • Least Raves
  • Oldest
  • Newest
Opinions

  • Imperfe... Sapphir... 2012/02/26 02:33:35
    Imperfect*Love
    thier butts dont even look big just flat and fake..notice they get bigger as the line goes down
  • R ~In Harry Potter I Trust~ 2012/02/25 23:24:12
  • Guido 2012/02/25 22:05:28
    OK
    Guido
    +1
    Women are never offensive to look at. I agree with the slogan.
  • [Katsu]™ 2012/02/25 22:01:21
    OK
    [Katsu]™
    +2
    Point being the pants fit every gluteus maximus no matter what size your gluteus maximus is.

    It wasn't generally talking waist size. :/ If you have a particularly small or rather large bottom, you will understand the difficulties that can occur when trying to find pants that will fit either over or not be baggy to extremes.
  • Sapphir... [Katsu]™ 2012/02/26 00:03:36
    Sapphire101
    +1
    Where did you get that info, from the official gluteus maximus website???
  • [Katsu]™ Sapphir... 2012/02/26 00:14:24
    [Katsu]™
    +1
    Wherever else?/Sarcasm.

    It's just common sense. As I'm sure you can see, I clearly wasn't the only one to catch on.
  • Angecael 2012/02/25 21:26:36
    Offensive
    Angecael
    +1
    Self esteem level of average women after witnessing advertising;

    children self esteem
  • Ron Swa... Angecael 2012/02/26 00:28:45
    Ron Swanson
    I'd hit it.

    The reality of the situation is that Levis makes an ad that states "All shapes and sizes are hot" to appeal to fat women, and then those same women get all pissed off.
  • Meesa 2012/02/25 19:01:09
    Offensive
    Meesa
    +2
    It's not really offensive, just dumb.
    Like...these women are clearly don't even represent two different sizes or shapes.
    They're pretty much the same.
  • Eden Andalus 2012/02/25 18:07:55
    Offensive
    Eden Andalus
    +1
    not offensive but dumb...where are all the shapes and sizes???
  • Pablo 2012/02/25 17:24:44
    OK
    Pablo
    It's OK by me. Whats the problem with a slim pair of jeans ? Does that mean you won;t buy a slim pair, or a large sized one ? What about the old ad saying 'nothing comes between me and my jeans" ? Does that insult those who don;t get anything in their jeans? If someone wants to walk around in a large, or extra large, (and they do now) pair of jeans, or anything else, thats their choice. Just look at those Walmart pictures and those who shop in them.
    Pablo
  • stevie.luplow 2012/02/25 17:13:18
    Offensive
    stevie.luplow
    +1
    Personally, I'm used to it. I used to be super skinny growing up and found it offensive that there were only super skinny models and pictures. Now I'm bigger, it doesn't bother me as much because I know that I'm still beautiful to the one person that matters. Growing up though, it definitely made me feel like if I wasn't stick thin like them, I wouldn't be hot or loved or anything else...typical teenager stuff....luckily I had parents who snapped me back into reality.
  • Jackie 2012/02/25 16:22:59
    Offensive
    Jackie
    +2
    That's absolutely ridiculous.
  • SK 2012/02/25 16:11:22
    Offensive
    SK
    +1
    A poorly thought-out ad campaign, IMHO. The differences should have been more apparent, even if the jeans were designed to accommodate body types, not sizes. A second image next to or above the first of larger, similar models with different body proportions might have lessened the controversy. They couldn't afford the ad-space for that?
  • Papillon SK 2012/02/25 16:56:35
  • Pablo Papillon 2012/02/25 17:26:05
    Pablo
    Sounds good to me. Ever see those ads for a health club....ever see anything than slim and attractive people ?
    end of story
  • Papillon Pablo 2012/02/25 18:03:05
  • Ron Swa... Papillon 2012/02/26 00:29:50
    Ron Swanson
    +1
    I think Pablo is agreeing with you.
  • Pablo Papillon 2012/02/26 01:42:55
    Pablo
    You're kinda agreeing with me. And thats the story.
  • SK Papillon 2012/02/25 21:44:17
    SK
    If the product was aimed to target a variety of body types, then the ad should display the same. The premise is great, but the execution needs work, otherwise I think we would be discussing something else about the ad or not at all. The ad didn't need to show every size, but it did need to sell a good idea without offending or confusing portions of the demographics who might buy said product. I like to see someone like myself wearing the product, especially in the age of Internet commerce. There isn't enough info for the consumer, period. Female consumers know what the skinny brands and cuts of jeans are as they gain experience in shopping. This ad, in a way, sent that message to me.
    This is an opinion forum, but this topic is about sales. If able to, I would check the sales figures for these jeans in a while and see how successful the campaign was. I like data before going further into these discussions. I've already stated my original opinion.
  • Papillon SK 2012/02/26 16:50:02
  • raine SK 2012/02/25 17:18:40
    raine
    Right all 3 look like models to me. Not the type you see pulling around kids at grocery store.
  • Guido raine 2012/02/25 22:39:52
    Guido
    +1
    Your just not shopping at the right store.
  • Ron Swa... SK 2012/02/26 00:30:30
    Ron Swanson
    The reality of the situation is that Levis makes an ad that states "All shapes and sizes are hot" to appeal to fat women, and then those same women get all pissed off.
  • SK Ron Swa... 2012/03/01 23:41:23
    SK
    Women's shapes are more diverse than skinny and fat. And, let us not automatically throw out skinny and fat, when women's health is a "little" more complex than how appealing we look in a pair of jeans (do correct and elaborate, please). Consider the "hourglass" 36-24-36 or comparable ratios, which are healthy if the Body Mass Index is low. These women are not fat. Will the jeans fit those women? Even though I like wearing Levi's, I haven't checked to see what material the jeans are made of. If they are the the right material and the right cut, then maybe, but they still might have lost a portion of the Internet consumer market because the ad wasn't clear enough.

    The focus keeps steering toward women's sizes, but I am more focused on the clarity of the message. It's impossible to reach or satisfy everyone. Even here, everyone as an individual is clearly focused on different elements of the ad or certain aspects of women even. The message is just muddy.
  • Ron Swa... SK 2012/03/06 01:49:02
    Ron Swanson
    Was this a reply to my statement? I'm asking because it had absolutely nothing to do with my point.
  • Mike 2012/02/25 16:05:04
    Offensive
    Mike
  • Papillon Mike 2012/02/25 17:30:21
  • cass 2012/02/25 15:57:40
    Offensive
    cass
    +1
    exactly the same but different..Real stupid...
  • Andrea 2012/02/25 14:38:37 (edited)
    OK
    Andrea
    +6
    It is only offensive to obese idiots too lazy to do something about their fat arses. Or did all of you miss the point of the jeans is to enhance the ASS?
  • Grandpa Andrea 2012/02/25 16:08:26 (edited)
    Grandpa
    They should worry a lots less about ass and more on brains >. the backside fads with time the brain increases in knowledge >> I prefer an nice dress or suit to gridle squeezeing jeans as they are harder to get into for both sexes
  • Papillon Grandpa 2012/02/25 17:00:21
  • Grandpa Papillon 2012/02/25 17:19:50 (edited)
    Grandpa
    Its fun to watch them wiggle and squirm to get them off >>> By than the mood is gone >> Sorry girls you need to strike while the iron is hot
  • Papillon Andrea 2012/02/25 16:59:47
  • Andrea Papillon 2012/02/25 17:21:10
    Andrea
    +1
    LOL....because they want the world to say they are grossly sexy. They are gross, period.
  • Papillon Andrea 2012/02/25 18:10:31 (edited)
  • Andrea Papillon 2012/02/26 05:09:08
    Andrea
    +1
    Hahaha...you can't have my baby! No amount of money would entice me to part with him. :) He is a boxer. My pride and joy, and a good toe warmer!
  • raine Papillon 2012/02/25 17:22:30
    raine
    Cause they are bigger that you and if you don't do as they want. You are dinner LOL..
  • Papillon raine 2012/02/25 18:12:12
  • Pablo Papillon 2012/02/26 01:41:57
    Pablo
    I've never seen them roll...only dance around in circles as if high on meth. And to think these dervishes are on the tourist trap circut and pay big money for it.

See Votes by State

The map above displays the winning answer by region.

Living

2014/11/27 18:23:56

Hot Questions on SodaHead
More Hot Questions

More Community More Originals