Doechii’s Levi’s Jeans ad sends conservative Christians into a meltdown
Doechii rocking her Levi’s in the brand’s ‘Backstory’ Super Bowl film. (Levi’s/YouTube)
Doechii’s Levi’s Jeans advert has sent conservative Christian mums into a meltdown.
The musician, who last month appeared to come out as a lesbian, was one of the stars who collaborated with the inclusive brand for its “Backstory – Behind Every Original” Super Bowl commercial.
The “Backstory” commercial for Levi’s featured multiple behinds, celebrating the “the people who push culture forward”.
Set to James Brown’s 1976 song “Get Up Offa That Thing”, the advert features a series of celebrity and civilian bottoms, including Woody the cowboy from Toy Story, walking, dancing, working or squeezing themselves into their Levi’s.
Doechii appears at the end of the advert, dancing on stage before bending over and turning to smile at the crowd.
However, Christian campaign group One Million Moms – a project of the anti-LGBTQ+ American Family Association – took offence at the advert, taking to its website to share that they had “received numerous complaints” in a post titled “Levi’s Crude Ads Continue!”.
In the post, the group, which is notorious for waging war against just about anything, wrote: “The entire Levi’s commercial is distasteful.
“Levi’s goes as far as ending the ad with featured Grammy-winning rapper Doechii bending over with her rear end highlighted while dancing. While she stays in this position, she turns to the camera, allowing viewers to catch a glimpse of the first and only person’s face during the thirty-second ad.”
The group claimed that Levi’s “continues to be irresponsible in its advertising campaigns, especially since they air when families are likely to watch.
“These inappropriate Levi’s advertisements are harmful to children because they send children the wrong message,” the announcement concluded, but it failed to explain what is “inappropriate” about the advert.
The post is the group’s latest bid to get Levi’s to “pull all ‘Behind Every Original’ commercials immediately”.
Last year, Levi’s unveiled its 2025 Pride month collection, at a time when many US companies began rolling back their involvement with LGBTQ+ Pride in the face of US president Donald Trump’s attacks on DEI (Diversity, Equity and Inclusion).
PinkNews contacted Levi’s for comment.
Share your thoughts! Let us know in the comments below, and remember to keep the conversation respectful.
