Alright, Levi’s, I gotta give you some credit for trying to make both a product and ad that appeals to women above a size 2.
Scratch that. Actually, no, I don’t. Why? Because first of all, whose ass is not equal? Mine, because it’s a size 12 instead of a size 4? Your very tagline undermines your whole campaign by implying the same “some butts, i.e., smaller butts, are more deserving of jeans than others” trope that you’re claiming to subvert. Fail number one. Let me help your ad agency out: All asses of all shapes and sizes are created equal. Muuuuch better.
Fail number two: all the models in the ad are the exact same size and that size is small, smaller than the average American woman you’re supposedly trying to reach. If you put the words ‘Bold Curve’ next to a woman, I expect her to have, um, bold curves and preferably legs that don’t look like toothpicks.
Speaking of the average American woman, your target audience, do you only imagine her as white? Some women of color have just as hard a time finding jeans as some white women and I’d assume you would agree their asses are just as equal, right? RIGHT??? Take a step into the 21st century and cast your models to look a little more like America. Fail number three. You’re out!
It’s true that women who have curves sometimes have a harder time finding jeans than women who have “ideal figures,” whatever that disgusting term means. That’s because companies like Levi’s design for a mostly unhealthy, mostly unrealistic ideal for women and spend little time thinking about those who don’t fit that mold. We’re not grateful, Levi’s, that you’re finally making jeans for us non-models. This curvy girl, for one, is pissed at your demeaning, unrepresentative ads and pissed it took you this long to recognize me as worthy of your product.