Levi's- Go Forth: Pretentious poetry with a capital P.

So, this is a new Levi's commercial. it's evolved the campaign to be less about America per se and, well...did I mention the VO is a poem? It is! And here is Kidsleepy's commentary as a poem in response.



This is Levi's 2012.
Stitched and hemmed,
Tailor made for the Peter Pan
Who does no work except
Working really hard to look lived in.

But it began in 2009, with a quiet big bang
The voice of an eloquent journalist teacher
Preaching on scratchy vinyl,
Calloused thumbs closed around belt loops
In dungarees,
A man named Whitman, imploring The New American Pioneer
To look forward, go forth, make something,
Never go back.

But oh! To have armchair quarterbacked,
Just this once,
To have glanced through that dark glass
Instead of turning a gaze away
From our America,
Our Uncle Sam, Our Lady Liberty.

"Because this country wasn't built on suits."

(Or skinny kids with shaved chests, either.)

You didn't build that road, hipster. You didn't build that.
All you did was loot.

There is no royalty to your name,
Your pockets are lined with trust fund gold,
The only thread that binds is your parents'
umbilical cord.

Are you joking, Are you joking, Are you joking, I hope you are, You,
When the only "carry on," your new demographic knows
Is an ironic slogan emblazoned on
On a 40 dollar t-shirt.

Face it, you're a kid,
Kid,
And the Pioneers
Will never have the young, good-looking
And self-absorbed leading them.
No Twee man-child will save them.

Even Jesus grew up.
And He didn't do it wearing jeans.
So please, please, please,
Don't go forth.
Go whence!
Give us that Jingoistic hard on, once again, baby.
Because Braddock needs its cock teased,
And we want more
Morning Wood In America,

Please God, no more College Sophomore
Poetry Slams again.
For fuck's sake,
Don't fuck us twice like this.
There's a reason poets
Find romance only the past,
In country as a long-distant concept,
And not men.

This is a pair of Levi's. And they're fading.

Client: Levi Strauss & Co.
Spot: "Thread"

AGENCY
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors Tyler Whisnand / Eric Baldwin / Don Shelford
Copywriter Erin Swanson
Art Directors Jimm Lasser / Monica Nelson
Producers Sarah Shapiro / Kirsten Acheson
Account Team Andrew Schafer / Jessie Young
Executive Creative Directors Mark Fitzloff / Susan Hoffman
Agency Executive Producer Ben Grylewicz
Business Affairs Cindy Lewellen
Strategic Planner Andy Lindblade

PRODUCTION
Production Company Park Pictures
Director Lance Acord
Executive Producers Jackie Kelman Bisbee / Mary Ann Marino
Line Producer Caroline Kousidinis
Director of Photography Lance Acord

EDITORIAL
Editorial Company Joint
Editor Tommy Harden
Post Producer Lisa Ashe
Post Executive Producer Patty Brebner
Assistant Editor Eric Hill

VFX
VFX Company A52
VFX Executive Producer Jennifer Sofio Hall
VFX Producer Matt Olmon
VFX Artists Andy Raphael Barrios / Scott Johnson / Bruno Parenti / Christel Hazard / Matt Sousa / Dan Ellis

SOUND DESIGN
Sound Designer Tommy Harden
VO Artist Renee Faia

MIX
Mix Company Eleven Sound
Mixer Jeff Payne
Producer Caroline O’Sullivan

Media Agency - OMD GLOBAL
Global Group Account Director Marcus Strijdveen
Group Director of Strategy Carrie Davis
Supervisor Jacqueline Thames
OMD US
Group Director of Strategy Carrie Davis
Supervisor Jacqueline Thames
Digital Director Matthew Ross
Senior Digital Strategist Donica Shye

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