American garment maker Levi’s launched a new jeans line for women this week, Curve ID, with a Wieden+Kennedy ad campaign bluntly declaring that, “All asses were not created equal,” and “hotness comes in all shapes and sizes.” This revelation is not entirely new. Related: I would like to see a pair of the Levi’s jeans mud-wrestle it out with the GAP’s “Beyond Skinny.” [ * disclosure: I was once paid to speak at a W+K event.]