The singing belly buttons in Levi’s night terror-summoning Super Low Jeans commercials from 2001!
Who knew that just five words (Remember The Singing Belly Buttons?) in an email subject from a reader could completely dust off a comatose memory stuck in the crevices of my dilapidated brain and immediately make me remember those weird yodeling belly buttons in a Levi’s commercial? Back in the early-aughts when everyone wore their jeans pubes-baring low, Levi’s put out a commercial for Super Low Jeans that starred a chorus of stomach b-holes singing I’m Coming Out. That commercial was the sole reason why some people in the early 2000s stuck a tiny ball gag in their belly buttons. They didn’t want that bitch to get any ideas and start singing to them.
The ad was directed by Michel Gondry (director of many, many music videos and the Oscar-winning mastermind behind Eternal Sunshine of the Spotless Mind) and Jamie-Lynn Sigler (aka Meadow Soprano) did the singing for those belly buttons. The ad was ten parts bizarre and five parts terrifying. We’re all the boy in the commercial who is wondering if he somehow ended up in a Wes Craven horror movie or if one of the ingredients in the juice he had with lunch was LSD.
When ass-less jeans finally happen in the mainstream and Levi’s puts out their own version, they can team up with Michel Gondry again and do a commercial starring yodeling b-holes. It wouldn’t be the first time a singing asshole was used to sell jeans.