Today I walked into my room, plopped down on my bed and turned the TV on to the latest rerun of That 70's Show. Commercials have always bothered me, so I usually flip to some other mind numbing show and wait for the one I was watching to come back on. But before I changed the channel, this commercial came on. This was not the first time I had seen this commercial, but these particular ads always have my eyes glued to the screen. I don't know what it is about them, but they are just so...American. And Levi's happens to be a staple amongst American clothing. "The campaign will run across TV, print, and digital (with the website launching tomorrow) and, according to executive creative director Susan Hoffman, wants to pay homage to Levi's history, "but also to refresh and reinvent the idea of a pioneering spirit for the times in which we live". "(Creative Review) To target the younger generation and give their jeans a new kick, they used younger actors/actresses and American poet,Walt Whitman's "Pioneers! O Pioneers!" Apparently running, jumping and taking off our jeans/clothes is something that's supposed to kick start a new way of looking at Levi's, but it did its job of getting my attention.
Levi's was founded in 1853. So it's been around the block a few times. With a company as old as this, selling an item like this, a company needs a new idea from time to time. The media plays things out so much that we get tired of seeing ads. This "Go Forth!" campaign didn't catch on with as many other viewers as it did with me, but it was a great start. Levi's recently started looking at the working class in Braddock, Pennsylvania, stating "With support from other pioneering spirits like you, Braddock's own pioneers will have the support and resources they need to continue to create new frontiers."(Levi's)
I enjoyed the other commercials I have seen and the ads I've read in magazines. There's something about them that honestly do make me want to Go Forth! and do something productive, I might even need to run out and get myself a new pair of jeans. Good work, Levi's.
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