Levi Strauss has launched a new advertising campaign, “Go Forth”, presenting an optimistic tone in a time of pessimism in the United States. The online (goforth.levi.com), print and television elements borrow words and concepts from American poet Walt Whitman to establish a pioneering tone for the “New Americans”. Ryan McGinley, photographer for the award-winning Wrangler campaign from France, was commissioned to develop a series of posters and desktop images.
The audio in this spot is believed to be an original wax recording of Whitman’s real voice reading four lines of his 1888 poem “America”, part of the inspiration for the Manifest Destiny movement.
Click on the image below to play the video in YouTube (HD)
Centre of equal daughters, equal sons,
All, all alike endear’d, grown, ungrown, young or old,
Strong, ample, fair, enduring, capable, rich,
Perennial with the Earth, with Freedom, Law and Love,
A grand, sane, towering, seated Mother,
Chair’d in the adamant of Time.
The America ad was developed at Wieden+Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative directors Danielle Flagg and Tyler Whisnand, copywriters Julia Oh and Rudy Adler, agency executive producer Ben Grylewicz, agency producer Jeff Selis and agency associate producer Juliana Montgomery.
Filming was shot by director Cary Fukunaga via Anonymous Content, Los Angeles, with director of photography Darren Lew, executive producer Danielle Peretz and line producer Joe Mandarino.
Editor was Elliot Graham at Joint Editorial with assistant editor Jessica Baclesse, post producer Neil Kopp and post executive producer Patty Brebner.
The “America” poem by Walt Whitman was provided courtesy the Walt Whitman Archive.
Music is “The CN Tower Belongs To The Dead (Many Ives Version)”, composed by Owen Pallett and Charles Ives, and performed by Final Fantasy on their album Many Lives 49 MP, Third Side Music.
Sound was mixed by Jeff Payne at Eleven Sound with producer Kristin Felt and assistant mixer Ben Freer.
Download the music from iTunes:
Photographer was Ryan McGinley.