I've been a Levi's guy for the majority of my adult life -- always despite the advertising, never because of it.
That tradition continues with the latest campaign from the storied denim company.
It seems that upon winning the account, FCB was tasked with putting some distance between Levi's and its previous "Go Forth" campaign from Wieden & Kennedy. You remember that one, right? The one that linked blue jeans to the American spirit via Walt Whitman. It was a very pretty campaign to look at. But it was such a bummer, what with its focus on rust-belt America and the economy. Gross.
The new campaign, thankfully, is no downer. The launch spot makes jeans look fun. A rock soundtrack backs a varied cast of people doing exciting things. There are a couple of children. Old people, even! But for the most part, it's a bunch of sexy men and women doing sexy things.
In other words, it looks a lot like your typical fashion ad.