Here's something you, like us, may not have known: "the gay community has been extremely loyal to Levi's." Huh. Well now, to show its appreciation for years and years of the gay community's loyalty, Levi's is going to exploit them in order to sell more jeans. Hooray civil rights.

Starting October 12, gay TV network and Levi's partner Logo will premiere "Logo Unbuttoned." Titled to echo the theme of Levi's' gay-focused "Live Unbuttoned" ad campaign, the Logo Unbuttoned programming block will include reruns of the shows Queer as Folk and The L Word and new series, all of which will be mostly unedited for content. We're not regular Logo watchers, but this sounds pretty much like the rest of Logo's programming.

Luckily for the Levi Strauss Co.'s millionaire executives, breaking up all the great, creative programming will be targeted ads intended to make Logo's viewers feel as if the jeans they wear matter worth a fuck and are somehow connected to their life experiences. (The bearded star of one Live Unbuttoned ad moves his large hands about his snug Levi's while describing moving to Berlin after breaking up with his husband.)

Says Brian Graden, homosexual president of Logo: "Increasingly, advertisers are looking for clear associations with a franchise or a show, promoting themselves beyond a 30-second commercial." This is called a Trojan Horse.

In the past it's been used as a way to kill people and infect their computers, so it sort of makes sense that marketers love it.