Thought it was worth building on Flat Eric to discuss this campaign (the ad is here). Interesting - big call to action telly, lots of stuff to do online, encourages young people to rediscover the pioneering spirit that built America and remake it anew.
Lots of context I guess - few would disagree that America is in a bad state, makes sense to tap into all that 'Obamaness' breaking with the past, rejecting the generations and 'system' that got them there.
Levis hasn't been about product for some time, it's about how wearing the jeans make you feel - rebellious, anti-establishment, an 'original'. But probably not to the current generation of young Americans. Like every new generation, they'll be rejecting all that came before, Levis needs to become relevant to them. But not like in the past. They see through 'image' advertising, ads alone won't cut it anymore. They demand credibility, they demand to be involved.
So this campaign bridges the gap between the Levis of old and today - it doesn't tell them what to do, how to be, who to be - it challenges them to put the money where their mouth is, to do something and gives them a forum to come together and do it, share it, feel like they belong, become a movement. Own it.
Very smart. The most commercial thing Levis can do is become The Jeans for every young generation. They've understood that today isn't about 'telling' it's about starting, joining in and housing conversation. Influence culture, sell more.