Levi's Will Not Go Forth This Fourth of July

For the last three years, Levi’s has been urging Americans, and then last year the world in its first ever global campaign, to “Go Forth” and make a difference. Be a Pioneer! Work Hard! Be Brave!

Since then, the leaders and governments of Tunisia, Egypt, Libya, and Yemen have all been overthrown and plenty of other countries throughout the globe have experienced change. Levi’s probably isn’t responsible for this, but it did hold back its 2011 commercial in the UK for a bit because it would have originally launched right in the middle of riots in England and that wouldn’t have been the most brilliant PR move.

Maybe because it’s an election year. Maybe it doesn’t want to rabble rouse during the Olympics. Maybe the company is afraid of its own power. Or maybe (more likely) the campaign has run its course and the company just wanted to put its dollars elsewhere. Whatever its reasons, Levi’s has decided to not run its “Go Forth” campaign this year for the first time since it launched in 2009 on Independence Day.Continue reading...