Levi’s slammed for organ donor commercial

Brand Republic 01-Feb-01

Levi Strauss has been criticised for the commercial it ran during the US Super Bowl on Sunday for an ad that made light of organ donation.

LONDON (Brand Republic) - Levi Strauss has been criticised for the commercial it ran during the US Super Bowl on Sunday for an ad that made light of organ donation.

The criticism came from an organ-donor registration organisation The Living Bank, which has called on Levi’s to pull the offending ad. Jon Eiche, executive director, said the ad made light of a significant health problem and asked for it to be pulled at once.

The Re-issued 569 jeans ad shows a team of medics approaching an unconscious man and taking his jeans to a new recipient after finding his jeans donor card.

A spokeswoman for Levi’s said it had received a number of calls but declined to say how many.