Beautiful video, but it's just a little frustrating to have non-conformist culture ideals adopted and corrupted by a capitalist corporation to make money. Levi is a brand. Liberation shouldn't be.
@Goonwulf Man did the advertising agency nail that one - selling to a bunch of leftist "free thinkers" who are going to use their mom and dad's credit cards to buy jeans so they can go forth and like - "Challenge - like - the system - DUDE ! "
@Goonwulf I am saddened by the attempt to drive a stake between "non-conformist culture ideals" and capitalism. The Free Market is what allows for a proliferation of ideas and commodities to be available. In order to "not conform" one must be presented with a choice - go with socially acceptable normative behavior or choose a different route, one presented to you because someone had the great idea - and moreover - the financial incentive to create something. Capitalism = Invidivualism.
Imagery-wise esthetically pleasing and the narration is top-notch, but the message is all wrong. The most redeemable line is, "You can’t beat death. But you can beat death in life."
@woodtrevor21 It's not just a voice-over line, it's an existing and reasonably well-known poem, editing a poem would be terrible.. I think it is in itself inspired to use great poems in advertisement, they are used and published far too little in main stream media.
There is not enough content in television promoting rebellious behavior, freedom, or optimism. All we have is propaganda shoved in our faces, of conformist ideals, submission and down right fascism.
I'm glad some one, for what ever reason on a local or corporate level would promote an idea like this. To me this says I don't have to be ok with anything thats being perpetrated by congress or wall street, I can speak up, mobilize and be heard.
Dude.. it's just a commercial. A beautiful one. One with a message, but I don't think any retard will believe they will be superman after buying a Levi's. Levi's just tried to give people a young and free feeling by hearing this poem and that's exactly the feeling that should come with wearing (Levi's) jeans. Just enjoy seeing a beautiful commercial between all the crappy ones and stop whining.
An absolutely beautiful ad, with a ferociously despicable intention. Ads like these are the tragedy of our society. The heinous externalities of globalization sanitized. The gullible are duped into believing or rather, feeling that they can "go forth" and live out their lives with this so called brand without ever realizing the effects of their participation.
Capitalism has reached a critical mass. We must see brands honestly these days.
Although I do not fully agree with what Levis is trying to sell me (that being their jeans) , I am glad that I was able to hear this beautiful poem. If this campaign becomes a flop I will at very least take away this poem even if there crass ad introduced it to me .
It seems like -- maybe -- a subversive designer/AD/CD at the ad agency, Wieden+Kennedy, "accidentally" injected a message with REAL MEANING into the global mind stream of crass commercialism. I think it was intentional, even if it was unconscious.
When I go back to watch it, I see this "ad/video spot" as an genuine, authentic message, soaked in authentic meaning -- a deeper meaning about self-esteem, truth, and liberation -- which can't be commercially co-oped by anyone, anywhere, at anytime, because "self-esteem, truth, and liberation" can't be OWNED by ANY corporation or ad agency, ever. ...no matter what their crass commercial intentions.
Effect of the ad: sure, Levi's might sell a few more pairs of blue jeans... BUT a bunch of people in mainstream America -- and wherever else that this ad/video spot is run -- ARE GOING to hear Charles Bukowski's words about choice and self-esteem... many for the very first time... and some of those people, the members of unsuspecting "target audience" JUST might begin think to themselves??????
your life is your life don’t let it be clubbed into dank submission. be on the watch. there are ways out. there is a light somewhere. it may not be much light but it beats the darkness. be on the watch. the gods will offer you chances. know them. take them. you can’t beat death but you can beat death in life, sometimes. and the more often you learn to do it, the more light there will be. your life is your life. know it while you have it. you are marvelous the gods wait to delight in you. -- C.B.
More about the Levi's® Legacy® ad campaign's agency of record, W+K, Wieden+Kennedy agency at HUH. Magazine, : huhmagazine.co.uk/2582/video-levis-legacy-campaign
Disclaimer: I will never intentionally buy a pair of Levi® Legacy® jeans, or any Levi® jeans, for that matter.
BUT DAMN!!! ...that's a great one minute video/TV spot!
I really love the sentiment, the images, and every word. Seems like *someone* over at W+K -- Wieden+Kennedy agency -- was able to use their design juice to create a very positive, even subversive, message inside a traditional spot. And this crazy world NEEDS as many positive messages about self-esteem, as it can get, right now.
i read comments about the ad glorifying riotous acts. for every rebellious act born out of malice or selfishness, there may be hundreds of others born of selflessness. let us not sweep everything with a broad brush.
If there was no logo at the end and some "film student" had put this up, everyone would be fawning over it like little children. Its a good poem being said well, over some great imagery. Fuck all else and enjoy that much at least.
If he were alive Bukowski would be so utterly digested that his words were used to promote this crap. Levi's clearly have NO respect for culture what so ever if they think they have the right just to steal dead people's art like this. Shameful. Boycott Levi's!
Representations of valuable things made bankrupt in an effort to shoehorn in a product with no meaning or cultural weight. This video is beautiful and makes my soul feel like a prostitute
"your life is your life"... Just another typical advert talking about a pseudo "freedom" to people who are obviously not free and will never be as long as they fight for the wrong causes.
I disagree with all the negative critiques of this. I think someone in the Levi's ad team is trying to use their ad power to do the right ethical thing at this time. They show some images that are not shown in the mainstream news and a Bukowski poem about resisting submission from powerful forces. Re-Spect means "look again". People could use purchasing power to risk supporting companies circulating these messages. Instead, "it's corporate BS, boycott" and only materialistic words get said.
I hereby swear never to buy any of your phony rebel "gear" - it's all just expensive but mass-produced, lootworthy image rags for idle, spoilt brats, pitifully unaware of what fodder they are in the real view of your marketers.... "innit ma bra?"
Fuck off. Being as your jeans cost mostly £70+, this advert applies only to people who have the economic -and therefore - social freedom to not be "clubbed in to dank submission" in the first place.
Ah, yes! With a pair of overpriced jeans from some faceless corporation, you shall feel just as rebellious, as those looters terrorizing an old lady down my street in Brixton, a couple of nights ago. That's the true spirit of revolution, and especially the jeans are produced in the third world countries and involve child labor, then you are really sticking it to the Man, you wild child you.
Ah, yes! With a pair of overpriced jeans from some faceless corporation, you shall feel just as rebellious, as those looters terrorizing an old lady down my street in Brixton, a couple of nights ago. That's the true spirit of revolution, and especially the jeans are produced in the third world countries and involve child labor, then you are really sticking it to the Man, you wild child you.
I love Levis and their Go Forth campaign. Hopeful and full of wonder and excitement. It seriously made me fall in love with Levis and their jeans. Lovely.
Talk about overreacting... I see no problem with this commercial as it just show that Levis can be used for anything anywhere by anyone... and that is just show how the world is and how it is moving.
The riots in England is a matter of the English people and how they have build their country. Levis is just showing that they are part of this world.
Get down from your high horses and maybe those that got so provoked here should go out and help stop the riots instead and not get angry at others.
This is how fat and more or less careless people imagine life in 3rd world countries and solution for the problems . Just buy Levis and all problems are solved. It is like MTV notion of "freedom" and so "cooooool dude".
oh no there was one scene of a riot in this commercial we should start flipping shit over it and get super angry because its such bad timing and band together in an angry fashion to get this commercial banned because of the rioting and the scene of a riot (heavy sarcasm), does anyone else see the irony in these comments?
go forth and loot, kids. p.s. levi's has lost its soul now. i used to look forward to buying their jeans and tops. they're just terrible now. made for skinny hipsters or something of that sort.
Cool advert but considering what is currently going on in the world I'm sure some retard will believe Levis is behind all the riots and the reason for hunger and aids. Sad how this advert will end in the trash.
Levis - you need to pull this ad, given the riots occurring in London at the moment. Seriously - you're using the riots for the shock value to sell jeans. I'm telling people to boycott Levis until this ad is pulled........
You can Beat Death In Life.. Sometimes.. -Powerful!
EDMONSH 3 months ago
This has been flagged as spam show
Godbless "The United States of America"
hilife717 4 months ago
Fuck Levis. They are so greedy that they use inhumane, appalling sweatshops to make their wares and then get rich off it.
0dour 4 months ago
Anyone know who's narrating this? He sounds familiar.
SeanG7 5 months ago
People read way too much into stuff these days. It's just an advert, and a pretty damn good one with a strong message.
Your life, is your life.
DeadStarAD 5 months ago
@DeadStarAD Cheers to that.
MPCWatkins 1 month ago
Comment removed
domw71 5 months ago
Beautiful video, but it's just a little frustrating to have non-conformist culture ideals adopted and corrupted by a capitalist corporation to make money. Levi is a brand. Liberation shouldn't be.
Goonwulf 5 months ago 2
This has been flagged as spam show
@Goonwulf Man did the advertising agency nail that one - selling to a bunch of leftist "free thinkers" who are going to use their mom and dad's credit cards to buy jeans so they can go forth and like - "Challenge - like - the system - DUDE ! "
MetalDetroit 5 months ago
@Goonwulf I am saddened by the attempt to drive a stake between "non-conformist culture ideals" and capitalism. The Free Market is what allows for a proliferation of ideas and commodities to be available. In order to "not conform" one must be presented with a choice - go with socially acceptable normative behavior or choose a different route, one presented to you because someone had the great idea - and moreover - the financial incentive to create something. Capitalism = Invidivualism.
theskywasred 5 months ago
Шикарно!
SouthBlaster 5 months ago
...if you wear Levi's
Aimborla 6 months ago
Imagery-wise esthetically pleasing and the narration is top-notch, but the message is all wrong. The most redeemable line is, "You can’t beat death. But you can beat death in life."
woodtrevor21 6 months ago
@woodtrevor21 It's not just a voice-over line, it's an existing and reasonably well-known poem, editing a poem would be terrible.. I think it is in itself inspired to use great poems in advertisement, they are used and published far too little in main stream media.
dennisjasper 5 months ago
There is not enough content in television promoting rebellious behavior, freedom, or optimism. All we have is propaganda shoved in our faces, of conformist ideals, submission and down right fascism.
I'm glad some one, for what ever reason on a local or corporate level would promote an idea like this. To me this says I don't have to be ok with anything thats being perpetrated by congress or wall street, I can speak up, mobilize and be heard.
Thank you levi's.
saltruj 6 months ago
Million dollar corporation. Can't upload own commercial in HD.
geow9 6 months ago
Dude.. it's just a commercial. A beautiful one. One with a message, but I don't think any retard will believe they will be superman after buying a Levi's. Levi's just tried to give people a young and free feeling by hearing this poem and that's exactly the feeling that should come with wearing (Levi's) jeans. Just enjoy seeing a beautiful commercial between all the crappy ones and stop whining.
Karremeh 6 months ago 2
A WOLF IN SHEEP'S CLOTHING
An absolutely beautiful ad, with a ferociously despicable intention. Ads like these are the tragedy of our society. The heinous externalities of globalization sanitized. The gullible are duped into believing or rather, feeling that they can "go forth" and live out their lives with this so called brand without ever realizing the effects of their participation.
Capitalism has reached a critical mass. We must see brands honestly these days.
aLifeThatThrives 6 months ago
@aLifeThatThrives Oh yea? Care to assist us in seeing what you see oh seer of truth and user of words too big for the medium of choice?
misterbee180 6 months ago
Although I do not fully agree with what Levis is trying to sell me (that being their jeans) , I am glad that I was able to hear this beautiful poem. If this campaign becomes a flop I will at very least take away this poem even if there crass ad introduced it to me .
MsSotho 6 months ago 9
It seems like -- maybe -- a subversive designer/AD/CD at the ad agency, Wieden+Kennedy, "accidentally" injected a message with REAL MEANING into the global mind stream of crass commercialism. I think it was intentional, even if it was unconscious.
jwoolson 6 months ago
When I go back to watch it, I see this "ad/video spot" as an genuine, authentic message, soaked in authentic meaning -- a deeper meaning about self-esteem, truth, and liberation -- which can't be commercially co-oped by anyone, anywhere, at anytime, because "self-esteem, truth, and liberation" can't be OWNED by ANY corporation or ad agency, ever. ...no matter what their crass commercial intentions.
jwoolson 6 months ago
Effect of the ad: sure, Levi's might sell a few more pairs of blue jeans... BUT a bunch of people in mainstream America -- and wherever else that this ad/video spot is run -- ARE GOING to hear Charles Bukowski's words about choice and self-esteem... many for the very first time... and some of those people, the members of unsuspecting "target audience" JUST might begin think to themselves??????
jwoolson 6 months ago
jwoolson 6 months ago
This has been flagged as spam show
The voice-over words are lines from the original poem, "The Laughing Heart", by Charles Bukowski:
milan-poetry.blogspot.com/2007/03/laughing-heart-charles-bukowski.html
jwoolson 6 months ago
More about the Levi's® Legacy® ad campaign's agency of record, W+K, Wieden+Kennedy agency at HUH. Magazine, : huhmagazine.co.uk/2582/video-levis-legacy-campaign
jwoolson 6 months ago
Disclaimer: I will never intentionally buy a pair of Levi® Legacy® jeans, or any Levi® jeans, for that matter.
BUT DAMN!!! ...that's a great one minute video/TV spot!
I really love the sentiment, the images, and every word. Seems like *someone* over at W+K -- Wieden+Kennedy agency -- was able to use their design juice to create a very positive, even subversive, message inside a traditional spot. And this crazy world NEEDS as many positive messages about self-esteem, as it can get, right now.
jwoolson 6 months ago
Awesome ad. Well done guys - shame about the timing though...
mattmckie 6 months ago
@mattmckie Timing?
jwoolson 6 months ago
Disgusting. And Bukowski wouldn't wipe his ass after a beer shit with those jeans.
yeluac 6 months ago
i read comments about the ad glorifying riotous acts. for every rebellious act born out of malice or selfishness, there may be hundreds of others born of selflessness. let us not sweep everything with a broad brush.
buy levi's or don't, the choice is yours.
ambrishrk 6 months ago
If there was no logo at the end and some "film student" had put this up, everyone would be fawning over it like little children. Its a good poem being said well, over some great imagery. Fuck all else and enjoy that much at least.
osmanthus888 6 months ago 2
yeah! fight the machine! youtube comments will bring them down! GRRR!!!! I aggressively agree with everyone else on here! GRR!!! . . . . .
ingellar 6 months ago
It's a load of pretentious bullshite,and that includes the god awful "poem"
Levi's can go fuck themselves !
IanCarey02 6 months ago
i'm split, it's good that people hear a Bukowski poem, but i also don't want it being used like this.
Dubroar 6 months ago
Fuck off and take your corporate propaganda with you.
SpiralTrance 6 months ago 2
If he were alive Bukowski would be so utterly digested that his words were used to promote this crap. Levi's clearly have NO respect for culture what so ever if they think they have the right just to steal dead people's art like this. Shameful. Boycott Levi's!
ClubFlicknifeRecords 6 months ago 2
Poor Hank would turn in his fucking grave. Cracking jeans though...
agoodud 6 months ago
poor bukowski, don't think he'd approve
goodsirknight 6 months ago
"destroy capitalism, but please, please, don't destroy our stock"
pablopamplona 6 months ago 4
You're not a real protester unless you're wearing Levi's.
BaubleRob 6 months ago
This has been flagged as spam show
Representations of valuable things made bankrupt in an effort to shoehorn in a product with no meaning or cultural weight. This video is beautiful and makes my soul feel like a prostitute
danieljsoul 6 months ago
Comment removed
danieljsoul 6 months ago
Hipsters are such a bunch of bedwetters.
mmmikeg 6 months ago 2
"your life is your life"... Just another typical advert talking about a pseudo "freedom" to people who are obviously not free and will never be as long as they fight for the wrong causes.
TheMenavody 6 months ago 2
the advert itself isn't bad, but the timing makes me vomit... somebody went full retard in the Levis' headquarters
hallgatsz 6 months ago
I disagree with all the negative critiques of this. I think someone in the Levi's ad team is trying to use their ad power to do the right ethical thing at this time. They show some images that are not shown in the mainstream news and a Bukowski poem about resisting submission from powerful forces. Re-Spect means "look again". People could use purchasing power to risk supporting companies circulating these messages. Instead, "it's corporate BS, boycott" and only materialistic words get said.
wwsherwin 6 months ago
Hey Rebecca Van Dyck and team. Look at these comments. Way to judge the mood. High five!
bahktin 6 months ago
Pretty dumb. The Gods? Of corporate kulture. It's not the police we need to worry about.
candidid 6 months ago
Corporations in support of social mobilisation? lmaoo
libexzz 6 months ago
vomit!
maximilliantoupee 6 months ago
what a load of cack.
MrFickleFriend 6 months ago
Political and social change - shrunk to fit.
hamandasmik 6 months ago
Major corporate BS
chasinsf 6 months ago 2
@KoyJoLtd I wish, hahaha
+its a commercial, get over it.
You'll survive. Go forth......hahaha
JoeBreeVideos 6 months ago
I hereby swear never to buy any of your phony rebel "gear" - it's all just expensive but mass-produced, lootworthy image rags for idle, spoilt brats, pitifully unaware of what fodder they are in the real view of your marketers.... "innit ma bra?"
Cheeriooo! ;D
MrHammerkop 6 months ago 3
I buy my jeans at Target for about $20 a pair, and they suit me perfectly fine.
secretadvocate 6 months ago
buull
shhh
ttt
plwfl 6 months ago
Fuck off. Being as your jeans cost mostly £70+, this advert applies only to people who have the economic -and therefore - social freedom to not be "clubbed in to dank submission" in the first place.
stickydisgust 6 months ago 5
wtf has that got to do with a pair of jeans?
KoyjoLtd 6 months ago
Is that guy sailing on a motor-table?!
faerie4 6 months ago
...And this is how hegemony works.... :(
ceirenbell 6 months ago 2
Ah, yes! With a pair of overpriced jeans from some faceless corporation, you shall feel just as rebellious, as those looters terrorizing an old lady down my street in Brixton, a couple of nights ago. That's the true spirit of revolution, and especially the jeans are produced in the third world countries and involve child labor, then you are really sticking it to the Man, you wild child you.
pinelopi1979 6 months ago 16
Ah, yes! With a pair of overpriced jeans from some faceless corporation, you shall feel just as rebellious, as those looters terrorizing an old lady down my street in Brixton, a couple of nights ago. That's the true spirit of revolution, and especially the jeans are produced in the third world countries and involve child labor, then you are really sticking it to the Man, you wild child you.
pinelopi1979 6 months ago 2
I love Levis and their Go Forth campaign. Hopeful and full of wonder and excitement. It seriously made me fall in love with Levis and their jeans. Lovely.
JoeBreeVideos 6 months ago
@JoeBreeVideos corporate shill
KoyjoLtd 6 months ago 3
Talk about overreacting... I see no problem with this commercial as it just show that Levis can be used for anything anywhere by anyone... and that is just show how the world is and how it is moving.
The riots in England is a matter of the English people and how they have build their country. Levis is just showing that they are part of this world.
Get down from your high horses and maybe those that got so provoked here should go out and help stop the riots instead and not get angry at others.
supercph 6 months ago
This is how fat and more or less careless people imagine life in 3rd world countries and solution for the problems . Just buy Levis and all problems are solved. It is like MTV notion of "freedom" and so "cooooool dude".
verapamil07 6 months ago
Great timing Levis! Especially now that more folk have HDTVs, maybe you should put this one off.
LeClassics 6 months ago
The truth is the rioters Dads wear Levi's.
This is like a glorified mood film.
Go forth and flippin' multiply, off!
will58 6 months ago
woops
hankyankers 6 months ago
what's the song in this video please.
MyReggie321 6 months ago
I thought the riots were sponsored by Adidas?
maxsmartmusic 6 months ago 4
oh no there was one scene of a riot in this commercial we should start flipping shit over it and get super angry because its such bad timing and band together in an angry fashion to get this commercial banned because of the rioting and the scene of a riot (heavy sarcasm), does anyone else see the irony in these comments?
ingellar 6 months ago
go forth and loot, kids. p.s. levi's has lost its soul now. i used to look forward to buying their jeans and tops. they're just terrible now. made for skinny hipsters or something of that sort.
OTKSenior 6 months ago
@OTKSenior You realize they have every kinda fit and style possible ha. Its a Jeans company. There market is every bodys personal jeans taste.
onelastnoob 6 months ago
@onelastnoob not in Malaysia it seems
OTKSenior 6 months ago
Great Advert! Keep it up!!
photoshop006 6 months ago
"the gods wait to delight in you" really? It's a pair of pants.
andrevrd 6 months ago 3
appalling!!!
davidterranova 6 months ago
This has been flagged as spam show
Posted to the Fashion Film Network's Facebook site;
facebook dot com/fashionfilmnetwork
fashionfilmnet 6 months ago
Sixties counterculture idealism appropriated and regurgitated by a huge corporate company to help them sell stuff
leokrikhaar 6 months ago 73
Cool advert but considering what is currently going on in the world I'm sure some retard will believe Levis is behind all the riots and the reason for hunger and aids. Sad how this advert will end in the trash.
Jacquesgeurtse 6 months ago 16
Loot the Levis shop? Surely not.
badgerbravo 6 months ago
Levis - you need to pull this ad, given the riots occurring in London at the moment. Seriously - you're using the riots for the shock value to sell jeans. I'm telling people to boycott Levis until this ad is pulled........
altquark 6 months ago
Go forth and then what? Loot some shops?
celtstar 6 months ago 3
Makes you feel strong. Lets get rid of all Governments.They only bring war and Economical discrimination.
Black99Fox 6 months ago