The Levis' Go Forth ad campaign by Wieden+Kennedy is one of the most powerful campaigns I have ever seen. The most powerful individual ad from the campaign is called "Pioneers! O Pioneers" from the Walt Whitman poem of the same name. The reason this ad is so powerful is the combination of the retroesqe footage combined with the original recording of Walt Whitman reading his poem.
The appeal of this ad is autonomy. The campaign is called 'Go Forth' it encourages freedom and being independent.
This advertisement plays on autonomy appeal through the words in Whitman's poem as well as the visual images. The ad refers to the viewer as the Pioneer, the original, the one with the freedom to do what they want. The visual aspects in the ad also play a role in the autonomy appeal. The actors are all running, escaping their lives, being carefree and independent. One noticeable part in the ad comes at the 27 and 49 second marks. The first features a man running alone with a flag in a field, the latter shows a huge group of people following. He is pulling more people to freedom, who are all wearing Levis.
This is one of my favorite ads. Enjoy:
Source: http://www.youtube.com/watch?v=HG8tqEUTlvs&feature=related
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