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Walt Whitman is reborn. To sell blue jeans.This Levi's "Go Forth" spot by Wieden + Kennedy uses what many think is an original voice recording of Walt Whitman reading from his poem, "America." If so, his voice does not match his appearance at all. Judging from the beard alone, I expected Wookie noises. Nevertheless, the visuals correspond well to the audio, capturing snippets of an America blooming with endurance, opportunity, and young people running shirtless through vacant lots. —Posted by David Kiefaber |
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July 6, 2009 in Kiefaber, Levi's, Wieden + Kennedy | Permalink |
Comments
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Maybe it's because we like Walt Whitman or maybe it's because we like Levi Jeans, but this campaign is cool. As a bunch of twenty-somethings, we feel good about the message and being apart of the "Go Forth" Revolution. Plus, declarations authored by regular people appear on the website in all of their misspelled and fragmented glory.
Posted by: Grey NY Interns | Jul 6, 2009 10:05:40 AM
Ironic that WK didn't listen that other iconic American writer Robert Frost and take the road less traveled. This has been done to death.
Posted by: JP | Jul 6, 2009 10:19:05 AM
Art FAIL
Posted by: Art | Jul 6, 2009 10:38:49 AM
this spot is crazy good!!
Posted by: Mrgranous | Jul 6, 2009 11:07:09 AM
Saw this as part of the coming attractions at the movies yesterday.
While I can't deny that it is beautifully shot and edited, when the Levi's logo appeared at the end, I rolled my eyes and groaned. Apparently, I wasn't the only one who felt that way. You could hear scattered titters throughout the theater.
I love Weiden, but get a grip, guys. No matter how you spin it, you are just selling jeans. Buying a pair of Levi's does not promote change or add to the greater good. It doesn't put food in empty stomachs or a roof over the heads of the homeless. No wonder people are so cynical and turned off by advertising.
Posted by: Joseph Stalin Jr. | Jul 6, 2009 11:50:22 AM
people are cynical and turned off by advertising because it always treats consumers like morons. this doesn't. using walt whitman's voice seems kinda cool to me. nobody would ever hear that otherwise. i guess you might rather see those ungodly live unbuttoned advertisements?
Posted by: jo jo | Jul 6, 2009 12:20:18 PM
It's really a wonderfully executed Nike Ad. It's not a Levi's Ad.
That said, it is better than anything BBH NY ever produced.
Posted by: Dead Poets | Jul 6, 2009 1:54:03 PM
Jo Jo, why do you assume the only choice is between this and "those ungodly live unbuttoned advertisements?" Surely there are an infinite universe of options to choose from.
You are right: People are turned off by advertising that "treats consumers like morons." But they are also turned off by advertising that cynically co-opts emotions like patriotism and the desire to contribute to the greater good just to sell a pair of jeans.
When you buy a pair of Levi's, you are changing your pants, not the world.
Again, I have the greatest respect for Weiden. But, despite the considerable craft that went into making these commercials (and I agree, the use of Walt Whitman's voice -- if that's really his -- is very cool), this just comes across as crass, pretentious and, ultimately, laughable.
Posted by: Joseph Stalin Jr. | Jul 6, 2009 2:02:03 PM
Wow, this ad is great!
Posted by: Phoenix Advertising Agency | Jul 6, 2009 2:04:57 PM
What’s with this black and white pretentiousness? It looked like it was designed to appeal to Gen X hipsters whose jeans are too tight to be Levi’s anyway. Frankly, the filming made me think it was a Ray Ban commercial at first – then I remembered they’re all into colorize now.
I agree with some poster on Creativity: whoever did this should be forced to read Walt’s work. So should the Grey NY interns. And I mean ALL of it. That’s right. Memoranda during the War included. Both Song of Myself (1881) AND the much worse Song of Myself (1855). Do not hesitate to conquer Drum Taps, or balk at Memories of President Lincoln. And if you manage to finish without sticking a fork in your eye or giggling insipidly at all the ejaculation references (By my Life Lumps!) then you can honestly say you like him as a poet and not as an abstract concept and I will laugh at you.
@ Jo Jo who thinks no one would ever hear Walt Whitman’s voice – I heard it in English class. Twice. American Literature to 1865 and in Cultural Interpretations of the Civil War.
O how I hate Walt Whitman with a blinding rage that can barely contain itself within my bosom!
Posted by: Rebecca Cullers | Jul 6, 2009 8:53:21 PM
Impressive. It's rare that something of this quality gets approved by a client. A rare and wonderful treat.
Posted by: March Gilbert | Jul 6, 2009 10:43:39 PM
It's really beautiful writing, though I'm not sure walt whitman would approve. He wasn't much for the trappings of capitalism.
Posted by: golublog | Jul 7, 2009 2:14:26 PM
Actually, Walt was for capitalism, or at least he accepted it as necessary. Read "Democratic Vistas."
Posted by: Hootie | Jul 7, 2009 2:46:19 PM
We love this ad!
This agency is awesome!
Walt Whitman? CRAZY CEWL IDEA, GUYUS!
WK owns Portland! YEAH!
Posted by: WK/12 | Jul 7, 2009 4:13:58 PM
Kids. It's off strategy. Stop kissing ass already. They are not going to hire you anyway.
Posted by: Dead Poets | Jul 7, 2009 5:54:34 PM
Does anyone remember a commercial featuring T.S. Eliot's "The Love Song of J. Alfred Prufrock"?
I've been trying to find that commercial and can't for the life of me remember what it was even advertising...
Posted by: Joyce | Sep 28, 2009 11:35:58 AM
Does anyone know what recording of the poem it is?
Posted by: driftingfocus@gmail.com | Oct 13, 2009 12:31:17 AM
