There is something slightly distasteful about the new Levi's campaign. I'm all for brands understanding and being part of popular culture but this smacks of the output of a 'how can we take advantage of the recession' brainstorm.
Levi's hasn't managed to make itself relevant for a few years now and I'm not sure that this is going to change things. The website is full of manifestos (gosh don't agencies love those) describing the 'New American Pioneer' who 'will work for better times because nobody built this country in suits'.
Frankly this is just self-serving drivel - brands don't start movements or lead them but through good management and luck can sometimes become symbolic of them.
The creative director for the campaign Tyler Whisnand is quoted in the New York Times as saying that the campaign will allow the brand to address issues like “reinstilling the American work ethic.” Gee - thanks Tyler, I guess that's what got us into this mess.
