levi’s got your
ass
by Douglas Messerli
Adrian Lyne (director) Original Route 66
/ 1976 [2.47 minutes]
Wow! I went back in time to discover what
surely must have been one the earliest of LBTQ ads, this a Levi’s advertisement from 1976,
in which two hot lesbians are attempting to find their way down Route 66.
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As such narratives require, their car breaks down and they need the help of a hunky truck driver who is absolutely delighted to pick them up, but to whom they prove in 2.47 minutes, particularly in the gas station women’s room, that they ‘re really not interested in him, but in one another.
He
seems to take to quite nicely, however, as he joins them on their bus ride to
nowhere, where all gather, in Levi jeans of course, to proceed forward on an adventure
to nowhere.
In this film, everything exists in the visual world, without anything,
except perhaps the music, suggesting that there might be something out of
order. I’m sure to many viewers of the day, it was just a sexy ad, but in truth
it said so much more. Yes, this is somewhat coded, but not very carefully.
These women clearly kick butt.
Los Angeles, July 22, 2024
Reprinted from My Gay Cinema blog (July 2024).
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