iMedia: Levi's Commercials

I first saw the "America" Levi's commercial from the Go Forth campaign in a movie theater during the previews. I was slightly dumbstruck by the complete change in their approach to advertising. The usual Levi's jeans commercial consisted of gorgeous models wearing little to no clothing besides their signiture 501s, often integrating some sexual appeal, mythological theme, or a combination thereof. Basically, I would classify them as gratuitous. But this new one was amazing; you need only watch it to see that their sophistication and creativity level shot skyward at an impossible rate. It was artistic; historically relevant, yet refreshingly modern; frightening, yet optimistic. In short, something I'd never seen before from a company as commercial as Levi's.

I think "America" and "O Pioneers!" inform our culture of the relevance of recent history and the power of the individual versus the whole nation. I mean, where else would the public, so engrossed by their XBOXs and iPhones, hear Walt Whitman (who happens to be one of my favorite poets; I've had an excerpt of his writing on my facebook page for over a year) in a reading of some of his classic works? This ad exposes themes of rebellion and strength similar to that of the 1960s and the Vietnam war, while also keeping their message culturally relevant. Instead of implying that wearing their jeans will make you a supermodel and irresistible to the opposite sex, it emphasizes that Levi's has been there throughout history, witnessed it, and stayed strong. After all, the company has been around since 1853. I see the commercial as implying unity in the face of adversity while forcing us to see the mindnumbing change in our culture and outlook on the world since the last major crisis. Frankly, it's impossible not to see, what with their use of an image of an interracial couple, for example. The ad campaign is a striking sort of duality: eerie, haunting, intelligent, and most importantly, effective.

What struck me instantaneously upon viewing it, however, was not all of that. That came after, as I really thought through what I had just seen. My immediate reaction was how unbelievably cool the video was. The masterful artistry of the black and white scenes, the color scenes, the lighting and outdoor setting, the historical photography and the modern actors, the scratchy recording of classic American poetry, it all overwhelmed me. I left feeling confused that the commercial was even trying to sell me something, and therefore, more interested in the campaign as a whole. Something just worked through the ad; it was that ellusive je ne sais quoi. And to be honest, it left me, and many others, wanting more.


"America": http://www.youtube.com/watch?v=FdW1CjbCNxw
"O Pioneers!": http://www.youtube.com/watch?v=HG8tqEUTlvs&feature=related