Set the tone

Levi’s | Go Forth. This spot sets up the new Levi’s branding campaign (agency: Widen + Kennedy). Capturing visions of America optimism, opportunity, perseverance and young people running shirtless through vacant lots. The spot was directed by a young American filmmaker, Cary Fukunaga. The audio used in the commercial is widely believed to be an original wax recording of Walt Whitman reading four lines of his 1888 poem, America. Great start to what will be a long-lasting branding campaign for the iconic American apparel company. But, the question remains if it will help to cure the struggling brand’s blues…