One of Levi's new ads features the voice of Walt Whitman reading from his poem "America" (at least, the voice recorded on the wax cylinder is thought to be Walt's). I was stunned when I saw (and heard) this ad. Although I'm not too keen on peddling jeans, I think you should watch it. (And this one with lines from "Pioneers, O, Pioneers" if you're curious)
I'm conflicted. If this mini-movie didn't have a Levi's label slapped on the back of it, I would think this was a beautiful translation (illustration? re-imagination?) of Walt's poem - a heart-stirring, patriotic vision of America as resilient, and equal, in the face of hardship and struggle. I'm impressed at how current they've made the poem feel - I like the choice of the rustic, scratched font that emphasizes Walt's words as he says them and echoes the scratched quality of the audio. In fact, I love how the terrible audio quality comes across as modern, electric, and almost rustic-apocalyptic, instead of old-fashioned or unintentional. It sounds quite a bit like a train, rolling onward...
And yet, Walt's voice is resurrected here to sell jeans? to sell an ideology of save-America-by-shopping? my heart aches a bit at this.
Seth Stevenson has some interesting things to say about it on Slate...
What do you think??
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what's interesting about this is that they probably got to use the whitman recording for free, right? are all the whitman resources free? it definitely has a great sound and vision. what demographic (i love using that word) are they using whitman to access? i've seen the posters for levis lately and it seems to be a hipster crowd or a young rebel crowd, but maybe they're just egging on the middle aged demo that is depressed they never lived there life to the fullest or is most guilty and affected by the state of USA's economy.
ReplyDeleteIt's amazing where you continue to find Whitman's lines... you need to get a picture of the column at the Lafayette BART!!
ReplyDeleteGreat find, Meagan! I do like the aesthetics of the video as well, and think it's appropriate that they kept the recording scratchy. It'll be interesting to consider Levi's own history as a company -- it was established in 1853 -- and maybe look at it alongside Leaves of Grass...
ReplyDeleteYeah, if you get a chance, don't forget to take a pic of the Whitman quote at Lafayette Bart! Seems like you and Walt are meant to be... ;)
I'm not torn! I love it!!
ReplyDelete