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Levi’s Unbuttons Logo Network

The Levi’s 501 button-fly line of jeans is teaming with the Logo network, which is aimed at gay and lesbian viewers and was introduced in 2005 as part of MTV Networks. The “Logo Unbuttoned” title echoes the phrase “Live Unbuttoned,” which is the theme of an international ad campaign for Levi’s 501 that was introduced in July. Levi’s will be the only sponsor for a program block Logo plans to launch on October 12, “Saturday Nights Unbuttoned Presented by Levi’s,” which will run from 1 to 3 a.m. on Sunday mornings. The programming will include series like “The Big Gay Sketch Show,” “Queer as Folk,” and “The L Word”; music videos; comedy shows with Mario Cantone and Joan Rivers; theatrical movies like “Fighting Tommy Riley”; and short films. For the first time, Logo will not edit these shows for language or other content, but some taboos, like frontal nudity, will still apply. The shows will be available on the web and mobile phones as well as on TV. In all outlets, there will be commercials and video clips featuring gay men and lesbians talking candidly about trying to live life “unbuttoned.” [New York Times]

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