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Levi's Declares: "All asses were not created equal."
Dienstag, Aug. 24, 2010, 12:33
Levi's introduced a new women's jeans line this week, Curve ID, via a campaign from Wieden + Kennedy that pitches the product with ads that declare, "All asses were not created equal."
The campaign, says the agency, is a rallying cry to women everywhere that, as the ad copy notes, "hotness really does come in all shapes and sizes." A gatefold ad that features three women in different cuts, Slight Curve, Demi Curve and Bold Curve, tells women that "we should be able to go into stores and find jeans that fit us instead of having to fit into the jeans."
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