Advertising: Levi’s “Go Forth/O Pioneers” Campaign
I don’t watch a lot of TV, so my exposure to commercials is pretty limited. The commercials that I’m exposed to are uninspiring, to say the very least. Their general format hasn’t changed over the years: exhibit the product, present to the viewer what his/her life would be like to own the product, throw in a pop song (or worse, generic cover of a pop song), flashy colors, and you’re done. Even more reproachable is the practice of cranking up the volume of the commercial itself to blast out the TV speakers above the programming’s volume level in an effort to grab the audience’s attention. It’s as subtle as having your ear drum raped.
Once in a while though, you will get a commercial that transcends its exploitative trappings and actually captures your imagination. Advertising powerhouse and cultural tastemaking firm Weiden + Kennedy has built up quite a reputation for its edgy and hip campaigns, and its new campaign for Levi’s, an American icon, boldly continues their winning streak.
The Portland-based firm (which, by the way, is no coincidence) has crafted a stark, compelling image of youth in this New America- a land of uncertain political, social, economical, and generational stability. The two spots, directed by Cary Fukunaga (Sin Nombre) and M. Blash (Lying) respectively, seem to call for a new American manifesto of exploration and innovation. Invoking the poetry of Walt Whitman and the pioneer spirit of our founding fathers, the spots are a celebration of youth and classical American ideals lost to cynicism and decadence, while also serving as a battle cry and rallying hymn for a new generation to step up and shape a new future for America.
The first spot, directed by Cary Fukunaga, was shot in Katrina-ravaged New Orleans in black and white. I’m in love with the cinematography of this piece- every little detail, while colorless, is vivid and has texture: the screaming fireworks… the muscles rippling under a young boy’s back as he runs… the indelible image of a a neon sign reading “America” half-submerged in water (perhaps a reference to the recession?). The spot also features a scratchy recording of a Whitman poem (purported to be the voice of Whitman himself), that spells out the philosophy behind the new campaign and harking back to an optimism and an innocence we lost a long time ago. We also see that the spot is very topical- juxtaposing images of an alienated businessman and the freedom of unrestrained youth, intercut with waving flags and even galloping horses. The impression that the spot leaves you with is very distinct: “This is the new America. Go forth and take back your future.”
The second spot, entitled “O Pioneers!” and directed by Portland’s own M. Blash, presents a very different America under the same philosophy. This America is a wild, restless, and young country, bursting at the seams with boundless energy and frenetic creativity in an unspoiled landscape. Shot in and around Portland, I identify the most with this particular spot, not just because of the “oh! I know where that is!” factor, but because the young people depicted in the ad are the kinds of people I grew up with, and hang out with whenever I’m home (albeit, they are cinematically idealized versions of their real-life counterparts). Blash has done a great job of crafting a tangible world for the ad campaign’s message to inhabit- I want to lose myself completely in their world. Hell, I even want to run freely into a field carrying a flaming torch! Blash departs from the patriotic/political undertones of the first spot and chooses to focus on emotional and elemental notions of youth. Together, they form a striking two-toned view of America as seen by those who stand to inherit it and shape its future.
And to think, all for a pair of jeans.
Sidenote: Slate recently ran a great opinion piece on these spots which you can check out here!
