LS&Co. Unzipped
Sep 22 2011
Facts vs. A Good Story
There are few things in life better than a good story – whether on the printed page, in a movie or told by a friend. And in most cases, the phrase, “don’t let the facts get in the way of a good story,” makes me smile.
But when a story runs roughshod over the truth and hurts something I care about, I’ll be the first to speak up. That’s what’s happening now, in some circles – and the target is the Levi’s® brand, which I lead.
As you may know, we launched a global multi-media marketing campaign last month, under our Go Forth banner. Among its many components is a video that weaves compelling, dramatic images with the words and imagery of a poet by the name of Charles Bukowski.
“There is a light somewhere,” he writes. “It may not be much light but it beats the darkness.”
The video concept was developed and produced this past spring. Among the compelling images we used are those of May Day workers’ rights demonstrations this year in Germany. They look more like news coverage than your typical commercial, and that’s part of what catches your attention.
There’ve been recent allegations that the images are from last month’s violent and destructive riots in the United Kingdom. They are not.
In fact, when the UK riots broke out, we chose to delay the use of the video in that country. And later, when we did share the video with UK audiences, we used a version that didn’t feature protests. It seemed like the right thing to do.
Levi Strauss & Co. was founded in 1853 in San Francisco, Calif. Our founder, Levi Strauss, and Jacob Davis invented the first blue jean in 1873 – to meet the needs of people making progress, those doing the hard work of building the West.
That progress was critical to this country’s success – and it’s the kind we salute today with our Go Forth campaign: the themes of “youthful optimism” and “hopefulness for a better tomorrow” that consumers around the world have shared with us.
We take great pride in the quality and craftsmanship of our products. And we’ll continue to look for interesting, innovative ways to communicate that. We think we have a good story to tell. And some great jeans to back it up.
Posted By: Robert Hanson, President, Global Levi's® Brand |
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Tags: Levi's® |
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sage (not verified) - Aug 23 2012
I think the Go Forth campaign is one of the most beautiful and positive things I have seen in a long time. I come from a long line of Levis wearing cowboys...they were and still are the choice of real working cowboys. I'm proud that Levis are American and of how the company is inspiring a younger generation with the can-do spirit that built America by working people.
Janis Sharp (not verified) - Sep 27 2011
I have always been a supporter of your product, because it's simply a good one! The reason for this comment is to express the disappointment in one of your commercials that states that '...The gods will delight in you...' basically for wearing your jeans. There is only one true God, and referring to 'other' gods is dangerous. Don't ruin a good reputation and fall away from the true American foundation of believing in the one true God. Thank you for your time.
Robbie (not verified) - Sep 26 2011
I have been wearing Levi's since I was a kid. The jeans last forever and are very high quality. I just now found out how socially concscious your company is. I didn't see the Go-Forth video yet, but was sorry to hear that some of the content got negatively "spun." When I watched the video of the president, marketing reps, & other employees, etc. it actually brought a tear to my eye. It was so inspiring to see that some people do still care about more than profits. I believe this line of thinking is the wave of the future and I applaud you for that.
Sanjeeb B. Shrestha (not verified) - Sep 25 2011
Luckily for us, Levi's GO FORTH ad is also being shown in the Asian satellite networks. For me, the words and visuals of this ad have an inspiring anti-suicide message targeting the younger generation. I find it quite commendable that Levi's would take on such a dark matter so poetically, artistically and tastefully. The alarming high rates of teen age suicide rates all over the globe has not motivated multi-national corporations to take on this most tragic of phenomenons. From my perspective, Levi's to launch a campaign of this nature is corporate social responsibility at it's best! As a father of two teen daughters, who seem to have grown minds & wills of their own of late, I thank Levi's from the bottom of my heart for your courage. Thanking you and hoping we all GO FORTH only henceforth... With best regards, Sanjeeb Bhakta Shrestha Kathmandu, Nepal PS -- I am getting rid of my sole LEE jeans from my closet!...only Levi's on me hereafter! Take care.
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