Levi Strauss and Company

Have you seen the new ad for Levi's jeans?  Once proudly crafted in the U.S.of A. and now manufactured in what I surmise are 3rd world sweatshops, this iconic American company has a new advertising campaign.

Targeted at young people, the announcer says “This is a pair of Levi’s, buttons and rivets and pockets and cuffs, and the thread that holds it together".
      

“When the road gets rough and the sky gets jumpy and the stars start falling on top of your head and the waves start breaking against your legs, it’s the thread in your seams that’s tied to your dreams.”

      

“You follow your heart, follow the leader, you’re the leader. Are you joking, are you breaking, are you shaking? You’re the next living leader of the world. You’re a kid. holding onto the thread. That holds it together. This is a pair of Levi’s.”   At that point a Twitter hashtag, “#GoForth,” appears.  

I have mixed feelings about this ad that is trying to convince Generation Next to make Levi's "the Uniform of Progress".  Surely my own generation adopted our own look of "Progress" - tie-dye, beads and of course, our beloved jeans (Levi's a favorite then too).

Of course, a nice fitting suit might result in more Progress for our young people, so many of whom cannot find meaningful work after college. 
 

Just a thought...