Not happy with promoting misogyny alone, Levi’s has another ad using Walt Whitman’s “Pioneers, O Pioneers” that promotes battle-happy manifest-destiny.
Wow, who knew pants could be such a rallying cry.
Using the text of Whitman’s poem, which celebrates Westward expansion and the American “children” who stomp their way across the globe, the Levi’s commercial celebrates wild, angry youth. They bang things against fences, rage against constraint, dance around raging fires, rip off their shirts and march west in triumph.
How ironic the commercial celebrates youthful rebellion and anarchy in order to ultimately promote conformity – conformity to buying into a corporate brand, a normative style, and into the idea that FIGHTING is the answer. Yes, buy your over-priced jeans and you too can “bear the brunt of danger” and celebrate American imperialism. Woo-hoo!
If you feel like writing a letter to Levi Strauss to tell them where they can stick their pants, go here.
For a letter campaign opposing the Docker’s ad, go here.