Global ‘Go Forth’ Campaign Serves as a Rally Cry to Create Positive Change in the World
You’re gonna be great, you’re gonna be great, you’re gonna be great.
The 2012 campaign combines sales pitches and philosophy; in the commercial, the ritual of getting dressed is a chance to get ready to take on the world every 24 hours, almost as if donning armor for battle.
That is underlined in a poetic-sounding, 60-second commercial that has been produced as a centerpiece of the campaign aimed at people ages 18 to 34. As scenes appear on screen of young men and women dressing and heading out to start their day, an announcer declares, “This is a pair of Levi’s, buttons and rivets and pockets and cuffs, and the thread that holds it together.”
“When the road gets rough and the sky gets jumpy and the stars start falling on top of your head and the waves start breaking against your legs,” the announcer continues, “it’s the thread in your seams that’s tied to your dreams.”
“You follow your heart, follow the leader, you’re the leader,” the announcer concludes. “Are you joking, are you breaking, are you shaking? You’re the next living leader of the world. You’re a kid. Holding onto the thread. That holds it together. This is a pair of Levi’s.”
The new Levi’s brand collection features a refined and tailored look, made for those who get dressed each morning with purpose.
The Levi’s Go Forth advertising campaign for 2012 celebrates the refined and tailored look, made for those who get dressed each morning with purpose, expanding on their first global creative platform and global marketing campaign in the brand’s 138-year history, which launched last year.
‘Go Forth,’ a rally cry to create positive change in the world today, taps into modern consumer sentiment that these are not easy times, but they are our times – ‘Now is our time.’
Throughout the Levi’s brand’s history— from the youth cultural rebellion of the 50s and 60s, to the information technology revolution of the new millennium — Levi’s jeans have been the uniform of progress.
‘Go Forth’ pays homage to the brand’s heritage and celebrates today’s pioneers who are taking action to build a new and better future. The new global platform builds upon the brand’s successful 2009 and 2010 U.S. marketing campaigns and was informed by research from around the world that shows that the youth of today believe it is up to them to make the world a better place.