Go Forth; Levi Jeans...

Americans have been wearing jeans since the 1800's. The most well known jean is Levi's. They were the first jeans ever made. When one thinks of a brand of jeans, Levi tops the category even though every clothing line known to man has jeans, Levi Strauss was the creator. When you would think of Levi the word "retro" immediately follows.
Until now! There new campaigns targeting demographic are teenagers (well who else would it be figures show they are the group that's spends the most money on clothes). While watching television late night, you many become nervous when coming across the commercial 60 seconds long with youngsters frolicking around in remote rural places. The background noise is not music but rather a gaping robust voice reciting a poem by Walt Whitman (Pioneers! O Pioneers!) If that is not dismal enough another one of the commercials entirely black and white with fire works resembling bombs busting in air. Levi's patriotism in abundance. However the ads come off as gothic like with a very mundane essence. The new direction Levi is taken is unpredictable, and edgy; GO FORTH.