Levi's new ads swing both ways

Folks have been buzzing for a few weeks in the forums about two new Levi's ads that feature a handsome young fella running off with either a guy or a gal (in alternate endings) after a phone booth bearing a sexy love interest pops into his apartment. So far the guy-guy ad has only been running on Logo, but the "which hottie will pop up this time?" game is a deliciously clever trick and has gotten me to watch the whole ad pretty much every time it comes on (it hasn't motivated me to actually buy any Levi's, but that's another discussion).

Advertising Age is running a story about the "either-or" ad campaign that provides some insight into how it came to be. This isn't the first time multiple versions of an ad have been filmed to accommodate a specifically gay audience: just a year or so ago Orbitz filmed a series of ads with both gay and straight couples for airing in different markets. But this may be the first time that a single protagonist swings both ways depending on what sex his love interest turns out to be.

To watch both clips, head on over to our pals at Televisionista, and they'll hook you up.