Levi's Reveals Glimpse of Post-"Belly Button" Ad Campaign

NEW YORK — Levi’s found it wasn’t too difficult to garner attention for its Superlow jeans when it put them on the well-exposed bodies of Jennifer Lopez, Kristen Davis, Sarah Jessica Parker and Destiny’s Child trio, then hit the airwaves in June with its “Belly Button” commercial, which featured computer-generated innies and outies lip-synching as Jamie-Lynn Sigler of “The Soprano’s” sang Diana Ross’ “I’m Coming Out.”

But the question now is, what does the San Francisco-based jeans company do for an encore? Levi’s offered a sneak peek at its next campaign during Monday’s WB/Teen People, “What’s Next” special, when the “Belly Button” ad was retired by the company via a one-time only showing of a reedited version, titled “Bye Bye Belly Button,” with new copy that looked at the next generation of Superlow jeans — Superlow stretch.

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