Levi's America

I really like this campaign. It's sexy, fresh, inspiring and somehow appropriate for the times.



It is not a secret that during the past years the Levi's brand has lost part of that spirit that once made it iconic. I guess this campaign is pretty much the first coherent effort in a while.



The idea of a pathfinder type of spirit is also very strong in some of the ads which I think it will pivotal in reinforcing the brand heritage. "I am the new American pioneer, looking forward, never back," it states. "No longer content to wait for better times... I will work for better times. Cause no one built this country in suits."



And just in case you are wondering, the poem is called 'America' by Walt Whitman and the photography by Ryan McGinley, which also shot the Wrangler campaign that just won at Cannes.