In case you thought putting on a pair of jeans was simple.
Aug 02, 2012
Lance Acord directs this Wieden & Kennedy Portland-helmed spot Levi's, part of its 2012 Go Forth marketing campaign, which spotlights the brand's Fall/Winter 2012 collection. Aimed at those who dress with a sense of purpose, the intense, fast-paced spot features some pretty beautiful poetry about the thread that holds a pair of Levi's together -- and ultimately holds you together too, as you traverse the ups and downs of the road of life. Shots of people buttoning in their jeans and heading out the door abound, as well as some slick cinematography that captures people walking down hallways, standing in the subway or holding forth in a classroom.
The print elements of the campaign will feature taglines like "Cut with Grace" and "Tailored for the Young and Hungry," with photographs by Christian Weber. The work will also feature a model that was found through the brand's Instagram-based casting effort launched earlier this year.