Bye Bye Belly Button (lost alternate version of Levi's Superlow Jeans commercial; 2001)

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Description[edit | edit source]

Debuting in June of 2001, Levi's Straus & Co. aired a commercial advertising their new "Superlow Jeans".[1] The original ad, dubbed "Belly Button," was poduced by the TBWA/Chiat/Day advertising agency and directed by Michel Gondry. The ad focused on closeups of women's belly buttons, edited to move as though they are talking mouths.[2] The belly buttons lip-sync to a cover of Diana Ross's song "I'm Coming Out," performed by actress Jamie-Lynn Sigler, in celebration that the advertised jeans allow them to be exposed. [3][4]

On November 26, 2001, a TV special called "The WB Presents: Teen People's What's Next" aired on the WB. The special is said to have been a concert which focused on "showcasing profiles and performances of Teen People Magazine's picks for the next generation of actors and musicians."[5]

During the commercial breaks, a variant of the commercial. Dubbed "Bye Bye Belly Button," it was meant to signify the end of the advertising campaign, as well as to serve as a preview towards a new line of jeans dubbed "Superlow stretch." [1] The ad was intended to only air once, apparently at 21:31 Eastern Time.[6][3]

This ad will most likely be found should a recording of the "The WB Presents: Teen People's What's Next" be found.

Video[edit | edit source]

The original advertisement

References[edit | edit source]