 And the photographer, Howard Zieff, went on to direct many successful Hollywood films.The campaign transformed Levy's into New York's top seller of rye, and is often cited as one of the first sensitive and successful uses of cultural and racial identity in public advertising.One of the Levy's ad posters, featuring a Native American biting into a Levy's rye sandwich, was included in the Oakland Museum of California's 1999 exhibit "Posters American Style."