The latest Levi’s campaign to re-brand the dying apparel company leaves us frustrated and a little angry. A campaign by Wieden+Kennedy that was supposed to target Generation O seems to have ignored all the participation and multi-culturalism that this Obama-era is supposed to represent. Instead, we find lone white young men and women running through the hills and towards waves reflecting a misplaced interpretation of freedom.
Levi’s and its campaign don’t connect with the great things that are happening in this country, the radiant mix of cultures evolving within it nor the reality of its past.
Probably the most appalling ad in the campaign is the one where a young girl runs through a meadow by the words “This Country Was Not Built By Men In Suits”. Now, some of us here (me) didn’t spend a lot of time studying US history but I know that the people who built this country couldn’t even run freely in the fields. Agency Spy spotted graffiti daubed on the ad in New York’s subway which spells out who a little more clearly: “By Slaves”.
Source: PSFK
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