Yes, two posts in one day. I KNOW.
Just spotted this gorgeous new Levi's ad shot by Melodie McDaniel in
celebration of hard working Americans everywhere. The campaign launches July
4th (natch) and is shot in Braddock, PA, a town like many in our fair land
who has fallen upon hard times and seen better days. I think a lot about
towns like Braddock, and bigger cities like Detroit, a metropolis which
served as the petri dish for hard work and American ingenuity and is now
struggling to find new meaning in the aftermath of the collapse of the US
auto industry. I get sad when I think about how hard working people in the
US can't make a living, can't buy a house, and can't send their kids to
college -thus the implosion of an American Dream which now seems like a
fairy tale. It's most unfortunate in the wake of a terrible recession,
insane greed, and a keeping up with the Joneses ethic gone all sorts of pie
shaped that we have lost faith in who we are and what being "American"
means.
I have talked on this blog before about how celebrating a brand's heritage
is very valuable in these here times, and Levi's is no exception, as they
are the quintessential American brand. After all, "dungarees" were once very
much the wardrobe of the American worker and I for one love how this
campaign pays homage to a uniquely American brand of working class DNA and
good old fashioned whoop ass.
Levi's also used the town as the backdrop for the campaign as well as used
real Braddock residents in the casting to make it authentic. It's this
notion of authenticity I am always after, and I dig it big. And the
"Everybody's Work is Equally Important" tagline is a powerful statement and
could surely become an American mantra. Cause it's just so darn true.
They are also working with the mayor of Braddock to help revitalize the
community by supporting their urban farm and other initiatives to help this
beleaguered town. Sometimes these types of campaigns can feel vaguely ethnocentric (read: a bunch of suits seeking some higher brand consciousness) or exploitative, but this one hits the sweet spot and salutes some iconic American values we can all groove on.
And if that wasn't enough (yes I read the press release), they're rolling
out a Levi's workshop thing this summer to help "integrate community
involvement with retailing". They're going to involve locals and have
classes and showcase local artisans, etc. in an effort to revitalize
communities. I long have been worshipping at the altar of a sort of
newfangled general store model to forge community bonding and love the idea
of a community retail spot for the people- Levi's seems to get that whole
local connection too- even if they are a huge iconic brand. Nice.
You may think me quite the Levi's shill, but I'm not. I just think that
advertising at its best when it captures a unique moment in time and culture
that resonates with the masses, and this campaign is a brilliant testament
to what's happening in our country as well as trying to help. It' very
responsible if you ask me. Hats off to them. Very insightful stuff.
As the 4th of July approaches, let's hold true that maybe we can all make a
difference, and support all the important work we do, no matter what,
because that's what this country is really about. And boy do I have some
ideas for Detroit Rock City. But more on that tomorrow...
And that's what's up this hard workin' Wednesday in the US of A. Apple pie,
anyone? XO
