The Frontier is All Around Us

I love this new Levi campaign. If you can’t see the video embedded below, click here to go to my site. Essentially, what I love about it, is that it’s the story of rebirth, or the seeds that might get us to think about rebirth, with regards to cities, to economies, to matters of finding a new identity.

Watch this video first, the commercial.

The girl voice narrating says this: People think there aren’t frontiers anymore. They can’t see how frontiers are all around us.

I love that. It’s a thought worth taking away, no matter what else you do or don’t take from the post. Put that one in your pocket for later.

Braddock, Pennsyvania

But this one’s the meat:

From this website, we learn that Levi Strauss & Co invested in Braddock, in the community center, in the public library, and in an urban farm. They are putting dollars into a community that’s down on its luck. To me, this cause-meets-advertising model is where it’s at. They’ve put some dollars into the community and have blended that with stories about people getting to work. As they sell work clothes, this is a good connection to make.

What do you think?

Might Not All Be Roses

The story of Braddock, Pennsylvania, is a bit in question, according to this site, so like with any advertisement, there’s a little work for us to do: are the folks at Levi helping, and if so, are they overplaying what they’re doing? That’s what the site mentioned in this link talks about.

In my estimation, there are probably a lot of emotions around this kind of project. There are probably many versions of what happened, and I’m sure there are many people from Braddock who won’t give Levi Strauss & Co much credit for it. We can never please the world, and we can always do more. That’s part of life all the way around.

But What About You?

How do you see this effort working? Did you notice all the social media integration? Does it conjure up the desire to share the story, because it’s the story of many places where we live? Or do you have other thoughts about it?

People think there aren’t frontiers anymore. They can’t see how frontiers are all around us.

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