Levi's ad yanked over riot police scene

By Sara Kimberley, campaignlive.co.uk, Wednesday, 10 August 2011 01:00PM

Levi's is postponing the UK premiere of its global 'Go Forth' ad due to a sequence in the film that features a young man confronting a line of riot police.

The scene from the brand's first global campaign appears 47 seconds into the ad.

It launched on Facebook on Monday and was due to run on UK television and in cinemas later this month.

However in the wake of the widespread rioting and looting this week the ad's UK premiere has been postponed. The campaign will continue to go ahead in all other countries.

Levi's has said it has made the move out of "sensitivity" and it intended the scenes in the ad "in the spirit of positive action and optimism".

The 60-second 'Now is Our Time' ad was created by Wieden+Kennedy Portland. It builds on the brand's 2009 and 2010 campaign 'Go Forth' and features Levi's Fall 2011 collection.

It was filmed in Berlin and features 'The Laughing Heart' poem by Charles Bukowski, with the aim to inspire people to unite to create a better world and to believe change is possible.

The campaign will run in 24 countries across the Americas, Europe and Asia-Pacific regions and span TV, print, digital and outdoor, with media planning and buying handled by OMD.

The ad was directed by Ralf Schmerberg with photography by Jeff Luker and Randall Mesdon. The creative directors included Tyler Whisnand, Jeff Williams and Eric Baldwin.

The copywriter was Anthony Goldstein with art direction by Julia Blackburn and Jeff Williams. The executive creative directors were Mark Fitzloff and Susan Hoffman.

A Levi's spokeswoman said: "We are deeply disheartened about the unprecedented events taking place in the UK at the moment and which have impacted communities across the country.

"While Go Forth is about embodying the energy and events of our time, it is not about any specific movement or political theme; rather, it’s about optimism, positive action and a pioneering spirit.

"Out of sensitivity for what is happening in the UK, we have temporarily postponed our cinema and Facebook spots in the country.
 
"We talked to consumers around the world and resoundingly the themes of youthful optimism and hopefulness for a better tomorrow rang true in all countries.

"The scenes captured in the Levi’s Legacy film were in the spirit of positive action and optimism.

"We think that spirit was encapsulated in the groups that came together in Clapham, Hackney and elsewhere to rebuild their communities."

This article was first published on campaignlive.co.uk

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