Levi’s said was planning to take its US campaign ‘Go Forth’ global last year although it was hard to see Wieden+Kennedy Portland’s ‘rust belt’ opus playing well outside the US, and maybe inside it.
Now, mercifully, it’s decided to lighten up a bit although there’s still a faux heroic tone, citing “the thread in your seams that’s tied to your dreams.”
Levi’s marketing has changed in the interim with high-profile CMO Rebecca Van Dyck, who stayed for less than a year, upping sticks for post-IPO Facebook. Is this the campaign that Van Dyck planned?
And will the new campaign put Levi’s back on the agenda for trendy young things? It’s been a problem that numerous agencies have grappled with. Bartle Bogle Hegarty in the UK made a part of its not inconsiderable name through its work for Levi’s but even BBH ran out of convincing ways to refresh the venerable jeans brand.
W+K is sticking to the Levi’s USP of rivets and seams (“the thread that holds it all together” is another one) but does anyone really want this unique selling proposition any more?