PIONEERS O PIONEERS – NEW JEANS CAMPAIGN REVIVES CLASSIC POEM
Posted on November 13th, 2009“COME, my tan-faced children,
Follow well in order, get your weapons ready;
Have you your pistols? have you your sharp edged axes?
Pioneers! O pioneers”
Above is the first stanza in Walt Whitman’s epic poem, Pioneers! O Pioneers. First published in 1855, the poem runs for 26 verses as it extolls the virtues of the men and women who traversed the North American continent to build the modern United States of America. Using this poem as its touchstone, Levi Strauss & Co. has launched a new advertising campaign (view video) declaring “This country was not built by men in suits.” While clearly designed to sell blue jeans it is more than that according to Susan Hoffman, Levi’s Executive Creative Director: “We want to refresh and reinvent the idea of the pioneering spirit for the times in which we live” The campaign states: “I am the new American pioneer, looking forward, never back. No longer content to wait for better times… I will work for better times.” It conjures up the image of people who succeeded despite hardship rather than simply whining about the unfairness of life.
The linking of the past to present for inspirational purposes is a strategy that was very successful during Barrack Obama’s presidential campaign and it is not surprising that an advertiser is now adopting a similar approach. While there have been numerous ideological objections to the campaign, it is terrific to see historical ideas being re-invented for a new generation. That is the only way that history can really matter.
