With its Go Forth campaign of 2009, which encouraged youth to participate in activities that benefited society and the environment, Levi's has introduced yet another youth empowering Go Forth campaign for 2012, starting with its 'This is a Pair of Levi's' advertisement.
The 'This is a Pair of Levi's' ad is all about getting dressed with purpose. Promoting the brand's Fall/Winter collection, it shows several young people, ranging in 'purpose' from musicians to teachers, pulling on their Levi's jeans and Levi's tops as a voiceover says inspiring words along the mantra of "You're going to be great."
Says Mary Alderete, the Global VP of Levi's Brand Marketing, "This campaign is designed to ignite a new generation of pioneers to believe in the Levi's brand as much as we believe in them."
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