Levi’s Go Forth in 2012

Levi’s Go Forth advertising campaign for 2012 celebrates the refined and tailored look, made for those who get dressed each morning with purpose. Renee Faia provides the voiceover for “Thread”, celebrating jeans chosen and worn with style. “You’re gonna be great, you’re gonna be great, you’re gonna be great.” A print campaign present a pair of Levi’s jeans, cut with grace, tailored for the young and hungry. “Finery without function has no place out here.”

Levi's Go Forth Thread ad


Click on the image below to play the video in YouTube (HD)

This Is a Pair of Levis

Levis Cut with Grace

Levis Cut with Grace

Levis Tailored for the Young and Hungry

Levis Finery

Credits

The Go Forth 2012 campaign was developed at Wieden + Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative Directors Don Shelford, Tyler Whisnand, Eric Baldwin, art directors Jimm Lasser and Monica Nelson, copywriter Erin Swanson, producers Sarah Shapiro and Kirsten Acheson, executive agency producer Ben Grylewicz, account team Andrew Schafer and Jessie Young, business affairs director Cindy Lewellen and strategic planner Andy Lindblade.

Filming was shot by director Lance Acord via Park Pictures with executive producers Jackie Kelman Bisbee and Mary Ann Marino, and line producer Caroline Kousidinis.

Editor was Tommy Harden at Joint Editorial. Visual effects were produced at A52.

Sound was mixed at Eleven Sound by mixer Jeff Payne and assistant mixer Ben Freer.

Script

This is a pair of Levi’s®,
buttons and rivets and pockets and cuffs,

and the thread that holds it together.

When the road gets rough and the sky gets jumpy and the stars start falling on top of your head and the waves start breaking against your legs;

It’s the thread in your seams that’s tied to your dreams.

It’s the sole in your feet that keep the beat;

You’re gonna be great, you’re gonna be great, you’re gonna be great;
You’re gonna find the cure, you’re gonna be famous, you’re gonna be shameless.
Spittin’ seeds in the wind, tap dancing with your shoe laces pinned, to the back
of a bus at the end of the road, at the bottom of the ninth, with a crown on your head

You’re a queen, you’re a king, you’re the solo act in a sold out show at a six story stadium, and you’re proud, you’re a hero! You got a hero’s grip. Swingin’ by a
single stitch. You follow your heart, follow the leader, you’re the leader;

Are you joking, are you breaking, are you shaking? You’re the next living leader of the world. You’re a kid. Holding onto the thread. That holds it together.

This is a pair of Levi’s®

  • http://scdunn101.blogspot.com Charles

    How can I be one of your writers for your add campaigns?
    I almost cry at every view of the Go Forth adds.