Meant to represent a rebellious ad, other versions include copy that says "We should be able to go into stores and find jeans that fit us instead of us having to fit into the jeans!" This is a view that definitely goes against society's standards, and it is a positive message. The imagery of the ad is one that would appeal to the average college-aged female, and it's fun and different. Levi's pushes the theme of individuality and accepting one's uniqueness. Each of the women are thin and pretty -- so any girl will think to themselves, "I want to look like that." Another issue I have involves the lack of diversity in the ad, it's all 20-something skinny white females.
While I can appreciate what Levi's and Wieden + Kennedy were trying to convey, I feel that they missed the mark. If they used diverse and actual curvy girls, this ad could've made a much deeper impression on consumers. As a young woman, I'll stop and look at an ad if it's different; especially if it features models that aren't the standard size-zero runway model. Had the advertiser done this, the ad would have been much more believable and I'd be more likely to find out my Curve ID.