Levi’s pulls ads following London riots
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Levi’s has postponed its latest advertising campaign in the UK because it contains scenes that resemble the riots that have hit parts of the country this week.
The ’Go Forth’ campaign was revealed last month to emphasise the brand’s “youthful optimism and energy”.
The TV and cinema ads were filmed in Berlin on May Day - a day of organised political demonstrations.
The TV, cinema and Facebook campaign was due to run during August as part of the denim brand’s first global advertising campaign.
Currently only a selection of photos from the Go Forth campaign appear on the brand’s Facebook page.
A Levi’s spokeswoman for the UK says: “We are deeply disheartened about the unprecedented events taking place in the UK at the moment and which have impacted communities across the country. While Go Forth is about embodying the energy and events of our time, it is not about any specific movement or political theme; rather, it’s about optimism, positive action and a pioneering spirit. Out of sensitivity for what is happening in the UK, we have temporarily postponed our cinema and Facebook spots in the country.”
She added that the “positive action and pioneering spirit” that the brand hopes to portray was “encapsulated in the groups that came together in Clapham, Hackney and elsewhere to rebuild their communities.”
Readers' comments (3)
David Nute | Wed, 10 Aug 2011 1:03 pm
Levi's are being too politically over sensitive.
If this was about encouraging people to riot I'd agree with their decision. But it's clearly about positive optimism in a turbulent world. So it would be a shame if they did postpone this commercial.
This is a time for brands to show leadership and inspire youth to better things, not run and hide.
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Vag | Wed, 10 Aug 2011 4:10 pm
This decision I think demonstrates how insecure Levis is about the communication of its 'Go Forth' campaign. Watching the ad I feel optimism and energy were not the only messages they wanted to convey. Trying to look 'edgy' and 'rebelious', some scenes indeed resemble the 'riots'. Well, if you pretend to be rebelious when you clearly aren't, it is logical to hide behind your finger when things are not going the way you have scheduled. It's like dressing like a punk but not listening to this music... And I really wonder how many of the kids who have money to get a Levi's are in the mood of confronting policemen among others.
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Alan Walsh | Wed, 10 Aug 2011 4:46 pm
I agree, but unfortunately the people who are carrying out these acts are too ignorant and unintelligent to realise that. They would probably read into it as it's cool to riot, plus they have probably all got a new pair of Levi's to model now too!
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