Sunday, July 12, 2009

Levi's: Go Forth, America

Levi Strauss and advertising agency Wieden + Kennedy have launched a new advertising campaign, “Go Forth”, presenting an optimistic tone in a time of pessimism in the United States. The online (goforth.levi.com), print and television elements borrow words and concepts from American poet Walt Whitman to establish a pioneering tone for the “New Americans”.


The audio in this spot is believed to be an original wax recording of Whitman’s real voice reading four lines of his 1888 poem “America”, part of the inspiration for the Manifest Destiny movement.


America
Centre of equal daughters, equal sons,
All, all alike endear’d, grown, ungrown, young or old,
Strong, ample, fair, enduring, capable, rich,
Perennial with the Earth, with Freedom, Law and Love,
A grand, sane, towering, seated Mother,
Chair’d in the adamant of Time.

~ Walt Whitman


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