Levi’s “Go Forth” Campaign

Levi Strauss & Co. is going back to its roots in the form of a new ad campaign called “Go Forth.” In new print and TV ads, Levi’s pay homage to the pioneer spirit. It states ‘I am the new American pioneer, looking forward, never back. No longer content to wait for better times… I will work for better times. ‘Cause no one built this country in suits.’

It hearkens back to a time when people pulled themselves up by their bootstraps to get through hard times, digging in and forging ahead all while wearing bluejeans. Yet Levi’s also wants to …read more