Apparently, Gawker was tipped off by an unnamed source that Levi's is doing a casting call for New York bloggers who look good in a pair of jeans:

"Hello, I am doing a casting for Levi’s, the 2005 Brand campaign be shot in NY March 4, 5th and 6th and need bloggers to appear as themselves to model. It is part of a branding campaign called ” A Style for Every Story.” See ad attached. If we use you, you will get $10,000 and your name will appear next to it. I need your photo if you are interested . My email is [redacted] or I can be reached at [redacted]. I look forward to your response. Thank you."

Kinda a variation on the IBM ThinkPad commercials: Where do you do your best thinking? where they profile hip entrepreneur-types. Gawker calls the rumored Levi's blogger branding campaign "jumping the shark" -- but we like the idea. Hey, if IBM was able to make people like planetary scientist Jill Tarter (director of the Search for Extra Terrestrial Intelligence Institute) and Jesse Sheidlower, principal North America editor for the Oxford English Dictionary, look cool using their ThinkPads, I don't think Levi's will have too much trouble with some hepcat bloggers.