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TCHO New American Chocolate

Go Forth

Levi’s has recently launched this campaign, which I became aware of the other day when I passed huge posters with the words below hanging in Levi’s Plaza near our factory here in SF. Don’t think this is a perfect campaign. For one thing, it’s singular rather than plural, which I think is the real ethos of the new Millennium. Also, though the words are strong, their TV ad, which uses a poem by Whitman (in his own voice, from an old recording!), is actually very Bruce Weberish in depicting kids playing instead of working. While this campaign is just not deep or evolved enough to be completely right, it is, nevertheless, a harbinger and (good) sign of our times.