Levi’s: Who Built This Country?
Posted by Rosepixie on November 18, 2009
This is an ad from a men’s magazine that’s part of a really big campaign for Levi’s.
This campaign is pretty much all ads like this – billboards, print ads and commercials. They all feature people walking away from the camera in natural settings. They all have an “out west” kind of feel. I’ve seen one with a woman, but all the rest were men. All the ones I’ve seen are white models (one might be Latino). The quote is always the same.
This campaign has been widely criticized. A billboard in a subway had the phrase “slaves did” added to it by someone passing by. I must admit that this campaign made me think similar thoughts the first time I saw it.
I’m sick, so I have no additional thoughts to add to this right now. I thought it was worth putting up here, though, and would love to hear what other people’s reactions to it are.