The latest Levi’s campaign to re-brand the dying apparel company leaves us frustrated and a little angry. A campaign by Wieden+Kennedy that was supposed to target Generation O seems to have ignored all the participation and multi-culturalism that this Obama-era is supposed to represent. Instead, we find lone white young men and women running through the hills and towards waves reflecting a misplaced interpretation of freedom.

Levi’s and its campaign don’t connect with the great things that are happening in this country, the radiant mix of cultures evolving within it nor the reality of its past.

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