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Levi’s New “Go Forth” Campaign Showcases America’s Struggling Workers

Levi’s New “Go Forth” Campaign Showcases America’s Struggling Workers
Advertising

Perhaps as the remedy to their somewhat misunderstood first "Go Forth" campaign, Levi's is trying a new tactic.

Laura Feinstein
  • 30 june 2010

Perhaps as the remedy to their somewhat misunderstood first “Go Forth” campaign, Levi’s is trying a new tactic: Instead of highlighting the free-spirited youngsters of today, they will be focusing in on the working class of Braddock PA. Their new ads (which will still be part of the “Go Forth” legacy), will be filmed and photographed entirely in the hamlet, a low to medium income town located in the heartland of Rust Belt America. The town’s name may seem familiar- last year it attracted national news coverage when its mayor, John Fetterman, brought forth tremendous efforts to help get the town back on its feet after years of economic decline. To show that they mean business, Levi’s will be running ads and billboards with timely inspirational sayings like “Ready to work,” “Everybody’s work is equally important” and “We are all workers.”

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