"These posters were created to generate buzz about Levi's Straight Jeans within the trendsetting gay male market," said writer Tom Kraemer. "Posters and bar coasters were handed out by shirtless, buff male models during gay pride parades in San Francisco, Los Angeles and New York. Topics in other executions included questions about car engines, how to hold a baseball and types of wrenches. Doing the straight-gay play struck us as ripe territory for some good-natured silliness. An online quiz invited visitors to see how in touch they were with their straight side and to challenge friends to beat their score."