Levi’s: Go Forth and Revolt?
Here is a remixed ad-jamming response to Levi’s recent Go Forth “revolution chic” advertizing campaign. The mashup adds a new layer of text to re-re-contextualize the commercial’s message turning it (back) into a rallying cry for youth revolt. I say “turning it back” because the Levi’s ad, called Levi’s Legacy shamelessly co-opts Charles Bukowski’s anti-establishment poem The Laughing Heart and re-purposes it to sell their brand.
Ironically Levi’s was recently forced to pull the ad in the UK after public outcry when thousands of disenfranchised youth (who are being crushed by social cuts and austerity measures) decided to “go forth” and riot, for real. Levi’s might want to reconsider their marking strategy on this side of the Atlantic too in light of the Occupy Wall Street inspired protests sweeping the nation.
Levi’s original commercial: