• http://notsograceful.blogspot.com anna jr.

    thank you, dooce!

    i was seriously confused about why that girl was so pissed and what the hell that guy had done with his hair and why the buffalo didn’t trample them.

    but now i understand it all. and it was the levi’s brand FORCE-FIELD that saved them!

    and man, now i REALLY want those jeans even more.

  • http://www.renee-chronicles.net Renee

    LOL! That was priceless.

  • MB

    Man, I hate that commercial so much (no offense since, you know, apparently it’s your idea and all).

  • http://www.injust-spring.com Alex

    mmmmm…..bastardized song!

  • http://www.turbanhead.com/mt ZACH DE LA ROCHA

    Duuude! Like that guy’s not like half Vietnamese and black and stuff – Like it’s me, I sold out after the Rage Against the Machine gig and like did this commercial.

  • http://volume22.blogspot.com Scott

    I hate that commercial, I hate those two people, I hate their stupid jeans, and I even hate the computer generated buffalo.

    And I’m also pissed that they used a Stooges song in a Nissan commercial.

  • http://raptor.slc.edu/~kindle9 kindle

    Yeah, I’ve seen that ad a few times now. Every time I’m disappointed that those two cunts don’t get trampled. Maybe next time..

  • http://www.planxi-mihi.org f

    It took me until the last paragraph to realize that this was an actual commercial you were speaking of. This is what having a TiVo does to you, it makes you impervious to commercials, except that Sprint wireless commercials with all the dachshunds, because wiener dogs are really fucking cute.

  • http://livejournal.com/users/katekinks kate

    dooce you read my mind (and spruced up my thoughts to make them really, really funny).

    the first thing i thought after i saw that shit on tv was a new levi’s tagline:

    stoned and powerful.

  • http://armstrje@student.gvsu.edu Jennay


    I’d do him again…

  • http://www.darthmiles.com da

    dooce, was this ad your idea also?:

  • http://irvingplace.net/blog.html Kayjay

    That ad makes my brain hurt in a serious way…not quite so bad that I start yelling at the TV, but close.

  • Janna

    I kind of liked that commercial… :-(

  • sjc

    Devil’s advocate: don’t a few lads in Scotland deserve a sound thrashing for agreeing to this in the first place?

  • http://www.shiningsinners.com Edsmonkey

    I wish those fuckin’ buffalo would run over the ad execs and the dicksmack at levi’s that okayed that lame ass piece of advertising.

    I would also like to huck a big steamer of a buffalo chip at those slack jawed nutants they hired for models.
    It what reality are they considered attractive?!?!

  • earththing

    I live in foreign parts and haven’t seen the advert. What song do they use?

  • http://www.ariesrising.com laura

    levi is one of my accounts at work, though i am not in advertising. monday after the super bowl, all my fellow levi account co-workers were all scratching our heads over that one. bold since 2003? quite possibly the dumbest commercial ever. except for those singing pringles cans.

  • http://www.dooce.com dooce

    earththing: you can see the actual commercial if you go to levis.com and click on USA.

    the song is ìSummerî by a Scottish band called Mogwai.

  • L.A. Grump

    The worst thing about that ad is that’s really fucking long! All that time wasted when I could’ve been online!

  • http://lauradeda.blogspot.com Another Laura

    I think the saddest use of a good song in a commercial was Nick Drake’s “Pink Moon” in that VW ad.

  • http://www.odessastreet.net lee

    So I was with Eartthing there, in not having ever seen the commercial. And so while I was reading that whole description, I was thinking, “Dude, am I going to have to take away a shit ton of Dooce’s cool points ’cause she acutally thinks this lame-ass idea for a commercial is good? She sounds sarcastic and silly, but…” I was so relieved when I discovered that the cool points need not be retracted.

    Watched the clip over at levis.com as suggested, just to get back in touch with American advertising. Can’t say I’ve missed much. That girl is far too pouty.

  • http://catchingon.net/ Jason

    I was thinking, “what a dumb ass entry – what is she on?”

    Then I got it. Right on.

  • http://www.lipsman.com Benjy

    First, what’s the deal with the Bison having the levis back pocket embroidery on it’s snout?

    That was far and away the worst commercial of the Super Bowl! Didn’t make any sense and didn’t at all fit the demographics for the Super Bowl. Too deep and all.

  • Janna

    That’s not his snout– it’s the reflection in his eye.

  • PaulDav

    Let’s cut to the chase – the ad sucks. Another case of the 30something Art Director making sure his/her inflated salary is justified.

    I’ve been in Ad work much too long.

  • http://www.hammerland.net Xanthan

    Ok, a Dooce first (at least with me):

    You got me to snort water out my nose. Thank GOD I wasn’t drinking something more severe! You rock, girl.

  • PJ

    Also, they’ve changed the stitching pattern on the pocket from the Levis of years past. Now it looks like stylized cleavage.

  • Red

    It’s the lamest.
    Direct your critiques to Bartle Bogle Hegarty-New York: Creative Director Thomas Hayo, Copywriter Anthony Goldstein and Art Director Gavin Lester.
    Phone: 212-812-6600
    Fax: 212-242-4110

  • http://www.mediasparkles.com/blog Vera

    I think the two people look really cool from behind because I used to know really cool people with matching long hair like that who I expect to see at my high school reunion, but when you see the girl’s face, it’s like Whoa. What’s with the massive overbite?

  • http://thepropagandist.com the propagandist

    what i can’t tell is if the producer has a freudian or a jungian as their therapist.

    any suggestions?

  • http://swirlspice.blogspot.com Irk

    Used to be you could order an entire buffalo – all the meat cuts, the hide, and whatever else comes with a buffalo – for $15,000 from Heartland Buffalo. And you could pay another $5,000 and have a chef come and prepare that entire buffalo for you and, like, 500 of your closest friends. But it appears that they’re no longer taking online orders.

    And a confession: I kinda like those Chrysler ads with Celine Dion. Not that it would make me buy that car.

  • Kate the Great

    OH MAN! I fucking hate that commercial! Thank you for performing this crucial public service.

  • Rachel

    I change the channel every time that ad comes on. I wish it didn’t happen several times a day…That ad makes me want to claw my eyes out.

  • scot-on-the-rocks

    The song needs to be “Free Bird”…the double time ending would be perfect for the closeups as the bison pass by the astonished couple…

    By the way, shouldn’t there be some bison crap being thrown up as they pass by these two..? I’m trying to invision it as it splatters against the “force-field”

  • http://www.engineshedrecords.com/jesuschirst.html steve, and I’m dirrrty

    Thank you for ‘splaining it.

    God I hate that ad.

  • http://www.digitalcatharsis.com the mighty jimbo

    levis, bison, beautiful multi ethnic people. what’s more american than that? of course, to have made a TOTALLY american commercial they should have slaughtered all the bison.

  • Samantha

    One thing you forgot to explain was how the levi’s logo (on the back of the kids’pants) was reflected in the lead bison’s eye – after they’d turned around… Unless it got burned into the bison’s retina, or something.

  • http://www.unapologetics.org nessa

    seriously. seriously. bold since 2003? what. the. fuck? this ad? makes me want to recklessly fling sharp objects.

  • ChibaCity

    “{Jean-Marie} Dru argued that successful brands would have to invent some high-profile scheme for identifying themselves with liberation; they would have to identify and attack some social ‘convention’ …and would have to align themselves with some larger ‘vision’ of human freedom. From a longer perspective what Dru was proposing was the colonization by business of the notion of social justice itself.”
    –Thomas Frank, One Market Under God

  • http://www.ninjarobot.com/shayna orangewinter

    the Levi’s commercial doesn’t bug be so much as the Celine Dion ad for a fucking minivan (mentioned a few comments back, too). when I obviously hit the wrong buttons on the remote, I was thrown into what I thought had to be a skit on SNL or something. I think it might actually be the absolute worst commercial I have seen in my life. I can usually figure out in about two seconds who the target market is for a commercial, but this one has me stumped. I can’t imagine anyone in their right mind wanting to go out to buy this car after having seen the commercial. even the soccer moms or new moms or whatever have to laugh at it. at least I hope so.

    I’d much rather watch a couple of models hold their own against a herd of computerized buffalo.

  • http://www.kevynnmalone.blogspot.com Kevynn Malone

    And then Dooce’s dog with the really sharp teeth hunts down all of the Bison.

  • CartDi

    when you got the part about hearing the fucking huge noise in the background, i knew it was that Levi’s commercial. wheeee!

  • http://www.bathtubgin.blogspot.com windowsill wendy

    i’m with you, dooce. the ad stinks, and they didn’t play mogwai at nearly high enough volume. thanks for yet another fabulous post.

  • http://tequilamockingbird.blogspot.com julia

    at first, i was confused by the moronosity of the ad. then i was even more confused when i found out that the firm that created this singular achievement in stupidity is the same firm that did the axe body deodorant commercials that make me fall on the floor. you know, the ones with the blonde chick and the mannequin? and the other ones with the guy and the chick in the elevator?

    how can this be?

  • http://queserasera.blogspot.com Sarah B.

    I thought they were ripping off “I Am Trying to Break Your Heart.”

  • http://queserasera.blogspot.com Sarah B.

    P.S. I love the word “dicksmack.”

  • http://www.xanga.com/e_monkey The other Renee

    Damn, that is such a horrible advert. And why oh why do these lame ad-men think that putting great music in their dumbass adverts will make me wanna run out and buy a shitty pair of Levis? Why? Whyyyyyyyyyyy?

  • http://thebachelor.warnerbros.com/ allisonic

    since i was really stoned when i first saw it, i liked the commercial. i thought it was very very “intense.”

  • QuesoDiablo

    The Guy in Question is Leonardo Jimenez I went to Junior Highschool with him. I.S. 237 in flushing. Not that it matters in the least bit of anything at all in the known universe but perhaps now the undercurrents of not will be appeased by forthwright knowldge concerning the imediate and substanstial lack of conceren when you wake in the morning to find your mop painted a garish orangish color.

  • http://www.filteringcraig.com Craig

    I am always thinking like this when it comes to music videos. I pretend I am the director or creator or something.

    Director: “I know, to be original, we will have CHICKS! Lots of them.”

    Director’s Yes-man: “Yes and the WILL have big butts and dance provocatively.”

    Director: “Good! Draw that up and submit it. We are going to be rich, and maintain our artistic integrity.”