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October 16, 2012  | by: Rebeka Silva

Photo courtesy of Levi Jeans Go Forth campaign.

Surprisingly, nobody from our generation has expressed dismay, or enthusiasm, about the most recent chapter of the Go Forth campaign from Levi Jeans. Here is a little bit of both:

If you haven’t already seen the latest commercial from Levi’s, here is a round up: it features the “youth of today” in different morning/day routines. It’s going to work, catching a flight, and walking the streets. The audience watches as characters tucks in their shirt and buttons their pants getting ready to face the day.  The visuals are nothing without the soundtrack, which is a simple spoken-word-type poem that uses phrases like, “It’s the thread in your seams that’s tied to your dreams,” and “Your’e gonna be great, You’re gonna be great,” which is supposed to identify with a generation that is building America back up.

“As the original jeans brand, we work hard to not just design clothing, but to design clothing that somehow inspires and empowers millions of people to pursue their passion, whatever it is, with an intuitive sense that, if you’re wearing a pair of Levi’s® jeans, anything is possible,” said Mary Alderete, Global Vice President of Levi’s Brand Marketing.“ This campaign is designed to ignite a new generation of pioneers to believe in the Levi’s brand as much as we believe in them.”

The Go Forth Campaign was launched in 2009, with the marketing initiative to attract the new leaders and pioneers of the world; the new working class generation. The 2012 chapter is titled: “This is a pair of Levi’s” and still embodies the original message of the up and coming workers and leaders of America. Except for their prices.

Here is the dismay. The entire campaign and message Levi’s is sending out to their buyers and audience is a great one. It’s multicultural, and culturally relevant. What isn’t relevant is the mean prices for a pair of these world-changing jeans. The median price for a pair female Levi jeans is $78, and that’s for the old season. The new 501 jeans cost about $148. Which one of us in the up and coming working generation can afford a pair of jeans that is almost three times more than our iPhone or Android all inclusive phone bill? Not this working class American. Oh yeah, don’t forget the tax.




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