Last week we brought you David Fincher’s return to the TV ad, and today we bring you “Sin Nombre” director Cary Fukunaga’s contribution to the form: two spots for the new Levi’s “Go Forth” campaign, one called “America (Go Forth),” featuring the Walt Whitman poem “America,” with music by Final Fantasy (possibly a contributor to the score of his upcoming musical), and another spot titled “O Pioneers!” The print ads of this campaign (Weiden + Kennedy agency, they also did the Nike ad with Fincher) were shot by hipster photog Ryan McGinley.
This campaign seems to remind consumers that Levi’s is THE quintessential American brand, and it’s refreshing to see the company harnessing two young, fresh American talents to inject some life into the program. The TV spots showcase Fukunaga’s kinetic, hyper-realistic aesthetic that he demonstrated so well in his debut, the startling, visceral and stunning “Sin Nombre.”
Update: One of our eagle-eyed commentors pointed out that the The “O Pioneers” ad is actually directed by video artist and “Lying” director M. Blash. Oops. We tried to do our research but those Youtubers just can’t be trusted. Thanks, team!
