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Brief Published: 11 Aug 2011

Levi’s Go Riot


Denim fashion brand Levi’s is kicking off its new highly anticipated campaign Go Forth, which features an anti-establishment ethos. A video of the campaign’s first TV spot has been released online, in an unfortunate timing clash with the recent riots in London and other major British cities.

In one scene, a Levi’s model confronts a barricade of riot police on the streets, and elsewhere imagery of crowds and anti-establishment behaviour further pushes the campaign’s rebellious ethos. Levi’s has postponed its UK release of the spot but it is already available on YouTube, as well as other sharing sites and the Go Forth website.

Stylus highlighted the brand’s bold new campaign in Holding Out For a Superhero for its aim to communicate a powerful message of activism for the greater good to its consumer. Unfortunately for Levi’s, the unrest in the UK have raised fears of anarchy and unrest at the very moment Levi’s online and television ad appears to promote just that.

For more activism themes, check out our Vision Macroview: Frontline.