LS&Co. Unzipped

Charlene (not verified) - Nov 06 2011

I absolutaely disagree with everything Michael and Barb mentioned, this is by far the BEST Levi's commerical I have seen in a long time. Its global and diverse appeal for people to "go forth" and make a change in today's world is simplistic yet amazing. Nothing but praise for you and your team. I am currently writing a short analysis on the commercial, and was wondering where I could find any information on the production process of the ad. And other reviews on symbols & semiotics of the ad.

Editor's note: Hi Charlene. Thank you for your comments. Because we receive so many requests on so many topics, we can't provide any specific information on the ad itself. I'm sorry I can't be of any help, but hope you understand.

Enrique J. Morales (not verified) - Sep 25 2011
I liked the commercial but my favorite is still this one: https://www.youtube.com/watch?v=nBYgbeT6ciI It brings back childhood memories and is just plain fun. The new commercial above is too serious and political. I think Levi Straus & Co. should create a modern version of this ad keeping the same music. That would be great! Just my thoughts. (and of others... read the comments on the youtube video).

Michael Edwards (not verified) - Aug 25 2011

This video is one I was subjected to while awaiting a movie yesterday. If this is your best, I would suggest you hire another ad agency. This video, with its continued references to "the gods" was patently offensive to me, and to my family. I am extremely disappointed in a company I have done business with for 40 years expressing an openly pagan/polytheistic philosophy as a means to market clothing. What's next guys? A group in Levi's worshipping a golden calf? Baal portrayed as a slim guy in Dockers? You REALLY ought to trash this piece of garbage, and try to remember your company's roots. A period of generalized corporate repentance is in order, in my opinion, after the marketing director receives his/her pink slip. This "bell" will be a difficult one to "unring" with me...especially when it comes time to replace casual clothing. Sorry, but this just WON'T do..

Editor's note: Hi Michael, and thanks for your comment. As with any campaign, we try to connect with as many people as possible in a compelling and memorable way. I'm sorry you were offended by the words of the poem that were used in the video. As you can imagine, that was not our intent. I appreciate your taking the time to share your thoughts.

Barb Pinaire (not verified) - Aug 18 2011

I am really disappointed in this video. What is all the talk about "go out and delight in the gods"??? Can you not sell your jeans without having people making out and dancing around in their skivvies??? You apparently do not have teen-aged children or pre-teens that you are parenting to respect their bodies and keep sex in its proper place. How does this inspire anyone to "Go Forth" as you say and make something happen. It is more encouragement to be self-centered and narcissistic. If you really want to make a difference in this world...go out and help someone. If you are as avante garde as you say in the fight to help underpaid women in the garment industry...tell us that in your ads...people respond to that...not this goofy and also anti-religious message of "go forth...the gods are waiting for you." Find some advertisers that have some sense in their heads.

Editor's note: Hi Barb. Thanks for your comment. I'll pass it along to the folks in the Levi's® brand. We do try hard to connect in meaningful ways with the enormously diverse range of people who wear our products. What works for some doesn't always work for others. "Go Forth" is about embodying optimism, a pioneering spirit and the positive energy and events of our time. On a personal note, I saw the "gods" reference as more poetic in nature, not literal. That said, I'm sorry if you were offended by it. Thank you again for taking the time to share your thoughts.

Giles (not verified) - Aug 15 2011

If this is the best Levis ad ever then what does it say about their previous campaigns? How about an alternative ad that show's people manufacturing the garments they make in horrible conditions for a pitance. Check out the companies activities around the globe, they aren't exactly setting the fair trade agenda alight, pay people a subsistance only income in countries where there is no legislative power to stop their activities and guess what happens....sweat shops. I have had more than my share of 501's in the past but I will no longer be purchasing anything from the company after seeing their latest ad, thankfully it has been pulled (temporarily) but as soon as the perception is that the rioting is gone then they will run it anyway. The only way to stop these companies making out that they are interested in the social agenda rather than lining their pockets is to hit them in that pocket and buy a competitors product instead.

Editor's note: Thanks for your comment, Giles. In reference to the working conditions and standards in the factories where our products are made, this is a topic of great importance to us. In 1991, we were the first global apparel company to establish a workplace code of conduct for our manufacturing suppliers. We essentially told them, "our standards are your standards." Our goal is to ensure a safe work environment for apparel workers and, also, that they are treated with dignity and respect. We're now working to enhance those standards to align with the UN Millennium Development Goals. There's more work to do, and it's work in which we, as a company, are very much engaged.