Just in time for all the July 4th fireworks and freedom-loving, Wieden + Kennedy, Portland will launch a new multi-channel campaign for Levi’s dubbed “Go Forth.” The lengthy, hyperbole-filled press release, which includes such lathering for the campaign as it being “highly anticipated” and “the North Star of the [Levi's] brand”, offers plenty of details about the effort.
With print, outdoor and digital components set to play their usual supporting roles, the campaign’s centerpiece will be two spots including “America,” a languid black & white ditty helmed by Anonymous Content’s Cary Fukunaga and accompanied by an 1888 vinyl narration from Walt Whitman.
The timing of the whole initiative was well-played, but why is this exactly highly anticipated and by whom? Are the masses breathlessly awaiting a July 4th campaign? The PR spin cycle was apparently set on high with this one.