We’ve posted some of these Levi’s ‘Go Forth’ spots before. Very gritty, raw, visceral, if perhaps a bit presumptuous (look at me, I am a sexy, anorexic rebel… oh and I buy $70 jeans, of course).
But when the ads started to imitate real life (at least the real life that Londoners are bracing through right now) or vice versa, the denim giant decided to pull the spot.
Too real? Too gritty? I might be mistaken, but isn’t that what they were going for?
Levi’s continues their new hauntingly beautiful “Go Forth” campaign with a spot that launched July 4th, set in the economically deprived town of Braddock, PA.
It seems that Levi’s is trying to reach deep into the American psyche of, “sure things are rough now, but we’ll crawl our way back. We’ve done it before.” While some are applauding the visceral message (and the fact that Levi’s pumped some much needed dollars into a desperate American town), others think it’s just a cheap trick, using an undernourished community just to sell jeans. What do you think? Join the discussion on Facebook.
However you slice it, it’s still a beautifully shot campaign.
#9 – Levi’s – “French Dictionary” 2007
Levi’s has been around for a long, long time. They’ve also held the reigns as one of the downright coolest brands since your grandpa was in short pants (possible Daisy Duke stone-washed cut offs – I don’t know, I really don’t know him that well).
So it’s no surprise when Levi’s debuted a new tv campaign in the late 2000s that helped reinforce its unabashedly cool, gritty and street-style image. This was one of the hottest and most clever spots to come out of the campaign.
Levi’s is good, damn good at keeping the same edgy feel for their brand – reinventing yet staying true, combining the classic with the contemporary. No campaign better shows the strength of the Levi’s style than the brand spanking new “Go Forth” series. Produced by power-agency Wieden + Kennedy and drawing on the raw, timeless craft of Walt Whitman, these ads are hauntingly beautiful.