We have to say, we’ve kind of been digging the Levis “Go Forth” campaign. Yeah, yeah we’re not quite resolved with their using the whole pioneer/beat generation vibe to sell denim, but it’s not like they’re throwing a CGI Allen Ginsberg on a skateboard and making him do backflips or some shit. Anyway, we’re certainly not going to complain when they get the likes of John Hillcoat (“The Proposition,” “The Road”) to direct a spot.
Hillcoat, who recently came off directing a half-hour movie/informercial for the video game “Red Dead Redemption” is thankfully back directing actual people instead of pixels on a screen. The nearly two minute spot is a wonderfully low key and warmhearted ray of hope for people affected by the recent economic downturn in the United States. The irony? Levis closed their last American manufacturing plant in 2004.