Levi's "Go Forth" Campaign





I don't watch much TV, so I'm probably far behind on this, but I was blown away by this 2009 Levi's commercial that is part of their current "Go Forth" campaign. Directed by Cary Fukunaga, the TV spot was created by the geniuses at Wieden+Kennedy, the same ad agency responsible for the viral Old Spice Guy videos. The narration is believed to be a recording of poet Walt Whitman himself, reciting his piece, "America" around 1890. 



Levi's is in the unique position to have a significant stake in American history, because they invented the basic jeans design that became essential to the laborers who build this country. It's hard to believe the now omnipresent jean was only sold as workwear up until the 1950's. That was the decade when jeans became a fashion item, a staple within the first American youth subcultures like greasers and teddy boys. So when railroad workers, miners, ranchers, lumberjacks and the like toiled and endured the hardships that strengthened and defined America, Levi's was there with them--interesting to think about. Read my interview with Adriano Goldschmied to learn more about denim's historical significance.


But back to the commercial, while a ploy to sell fashion, it beautifully captures the essence of America and what it means to be a part of it--the worker, the common man. Maybe I'm just geeking out, but I appreciate the immense creativity that goes into bringing such gravitas to a simple pair of pants.




On the flip side, who can forget this provocative Levi's commercial directed by Michel Gondry. According to Gondry's Wiki page, his "Drugstore" spot holds the record for "Most Awards Won By a TV Commercial" in the 2004 edition of the Guinness Book of World Records.





Whatever you're doing Levi's, keep doing it.