Levi’s sticking magazines down its trousers


How many times have I been asked, "Is that a magazine in your pants, or are you just happy to see me?" At long last, I can truthfully say, "It’s a magazine!" This is thanks to a newsstand promotion by TBWA\Tequila\Hong Kong, which is dressing magazines up in Levi’s 501 jeans. The press release enthuses: "You get your magazine from specially created displays by ‘unbuttoning’ a miniature version of the new Levi’s 501." The periodical in question is called East Touch, ratcheting up the sophomoric snicker factor even more. And if some immature joker stuffs a few battery-powered issues of Esquire down those pants instead, well, who am I to judge?

—Posted by David Gianatasio