Levi's puts its brand on cable net Logo

09/15/2008 | NYTimes.com

MTV Networks' Logo unit is partnering with Levi Strauss & Co.'s 501 line for a campaign called "Logo Unbuttoned" in which Levi's will lend its moniker to 30 weeks of programming on the gay-and-lesbian-themed channel. The programming deal is accompanied by a series of short videos by ad shop Digital Kitchen that feature gay and lesbian characters in Levi's 501 jeans.

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