October 25, 2009 at 11:33 pm (advertising, Branding, commercials, TV advertising, Uncategorized) (ad, ad campaign, advertising, america, commercial, go forth, jeans, levi, levi strauss, Levi's go forth, levis go forth campaign, levis jeans, television commercial, TV advertising, tv commercial, walt witman, walt witman recording, wax cylinder, wieden + kennedy)
Have you seen the TV commercials for the Levi’s Go Forth Campaign? I really enjoy these commercials. The first one that I saw caught my attention and never let go. I didn’t know what I was watching, but the documentary style and simple voiceover combined with provocative images was enough to engage me long enough to forego the TiVo fast forwarding ritual for a full 62 seconds.
The original ad was shot in black and white and opens with a neon sign half-submerged in water and flickering. It simply states “AMERICA”. Fireworks go off as the voiceover begins. The recording is actually what is thought to be 36 seconds of Walt Whitman reading lines from his poem “America” taken from a wax cylinder recording. The campaign was created by Wieden + Kennedy out of Portland, Oregon.
The only thing better than the first commercial is the second. – This commercial features “O’ Pioneers”, once again by Walt Whitman. The whole ad campaign is intriguing. It really pushes the envelope without being in your face. By paying attention to the ads you’ll see they address social taboos in a subtle ways – interracial relationships, sexuality, homosexuality, free spirited youthfulness, etc.
These commercials are deep; yet say nothing about Levi’s until the end, and literally nothing more than a web address about the Go Forth Campaign. In fact the only actual tie in with the campaign, or competition rather, is that the voiceover recordings are on wax cylinders. You see, the Levi’s Go Forth Campaign is actually a multi-player online treasure hunt – didn’t see that one coming, did ya?
The website describes the last will and testament of Grayson Ozias IV (G.O. the 4th), a friend of Nathan Strauss (Nephew of Levi Strauss). Grayson disappeared into the American Wilderness where he buried a small fortune. Levi’s found the fortune, reburied it, and has placed clues recorded by G.O. on the website so America can find it.
This is an interesting concept that we have seen from a few companies over the years. Instead of some random give-away, they make competitors work for their prize. Volvo did a similar competition in conjunction with Pirates of Caribbean: Dead Man’s Chest, and Wired Magazine recently did a version that was more like a national hide-and-seek contest. The development and production of these contests is quite interesting as they are really defined as the game progresses. Each stage has a set goal – do x, y, z and be rewarded by the acquisition of the next clue. Many times the game is actually set so no single person would be able to pull the resources and knowledge necessary to complete the tasks, so a group must do the grunt work.
I have to give props to both Levi’s and Wieden + Kennedy for developing such a clever campaign and not throwing it our face. The commercials challenge our views on political and social values, while the contest is well defined and cleverly narrated. Best of all Levi’s has pledged to match the $100,000 prize for the Go Forth Campaign with a gift to America’s chosen charity. So I say go forth o’ pioneers and discover a new world of your own.