Levi's launches Bruno-like quest to find 'New Americans'

Posted on Wed Jul 15 2009

Levi's is taking the theme of its "Go Forth" campaign pretty literally. The company has hired a video production company called DuckDuck Collective of Lynchburg, Tenn., to go forth and document the "new Americans." This week, the crew hit the Oasis, a small restaurant in Cottondale, Ala., according to the Tuscaloosa News. The effort ties in with Levi's Wieden + Kennedy-produced ad campaign on the "Go Forth" theme that launched July 1 (see video). The initial ad in that campaign, shot in black and white, aimed to be provocative and patriotic at the same time with nods to Walt Whitman's poetry and lots of nubile young flesh. But, the whole idea of fashionistas heading into the heartland sounds strangely familiar. Is Bruno consulting for Levi's now?

—Posted by Todd Wasserman



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