One Million Moms (1MM) is upset that a “distasteful” 30-second Super Bowl commercial for Levi’s blue jeans featured 20 denim-clad “behinds,” including that of Grammy Award-winning queer musician Doechii. So the conservative Christian group is asking its followers to petition the company to cancel the ad as “harmful to children,” though the group doesn’t specify how exactly the ad harms kids.

The blue jeans company’s “Behind Every Original” campaign featured an ad titled “Backstory” that celebrates individuals who shape culture, from celebrities to everyday workers. The ad is set to funk musician James Brown’s energetic 1976 song “Get Up Offa That Thing” and shows numerous rumps – some of which resemble famous celebrities from behind (including gay musician George Michael, protest singer Bruce Springsteen, and Woody the animated cowboy doll from Disney/Pixar’s animated film Toy Story – walking, dancing, and squeezing their underwear-clad buttocks into Levi’s jeans.

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“Balancing out the ad are varied females wearing skintight jeans, denim shorts, or short skirts, shaking their behinds and partially exposing their underwear while pulling up the jeans,” 1MM wrote.

“The entire Levi’s commercial is distasteful,” the group added, noting that it ends with “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 wrote.

“As a global leader in brand-name apparel, Levi’s continues to be irresponsible in its advertising campaigns, especially since they air when families are likely to watch,” 1MM continued. “These inappropriate Levi’s advertisements are harmful to children because they send children the wrong message.”

However, the group never exactly explains what wrong message is being sent to kids.

“Until you clean up your commercials, I cannot buy your products with good conscience,” the group’s petition asks signers to say.

1MM is a project of the anti-LGBTQ+ American Family Association (AFA), a Christian nationalist organization that actively opposes increased social acceptance of queer people. It considers LGBTQ+ identities to be unnatural, sinful, and harmful to society.

1MM is not an organization with a membership that can be counted, and its petitions never get anywhere near one million signatures. This petition has 10,398 signatures at the time of publication.

Their past moral outrage has been directed at a Zales jewelry commercial featuring a lesbian couple, a 30-second TV ad featuring an affectionate male same-sex couple, an Indeed ad showing a male couple, an eHarmony ad showing lesbians doing laundry, a Volkswagen ad showing lesbian newlyweds, a Pandora ad with a brief lesbian kiss, and a beauty ad featuring a non-binary celebrity.

Doechii spoke out against the Trump administration’s anti-immigrant raids in LA during her acceptance speech after winning the title of Best Female Hip-hop Artist at the June 2025 BET Awards. Working with the Los Angeles Police Department, Trump had deployed Immigration and Customs Enforcement (ICE) agents and National Guard troops to conduct anti-immigrant raids and suppress pro-immigrant protests.

“There are ruthless attacks that are creating fear and chaos in our communities in the name of law and order,” she said. “Trump is using military forces to stop a protest, and I want y’all to consider what kind of government it appears to be when every time we exercise our democratic right to protest, the military is deployed against us. What type of government is that?”

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