"They don't make things like they used to"

There aren't many brands out there that are icons of American culture in the way that Levi's is. Sure, Marlboro, Coke and McDonald's are brands that feel very American. However, Levi's is American in the good sense- cowboys, railways and card games. McDonald's, on the other hand, is American in the bad sense- nation-wide obesity.

It's no secret that Levi's has had to actively tow the line between being an American icon and being hip in an era of stiff competition and high profits in the jeans market. For the most part, the company has recognized the challenge and handled it quite well. Weiden + Kennedy did an amazing television campaign for Levi's called "Go Forth" in 2009. These ads featured readings from Walt Whitman poems that stressed the pioneer spirit and the "restlessness of youth." Beautifully shot in and around Portland, OR these ads were striking and effective.



Thinking back on who wore jeans in the past, we tend to think of workmen- cowboys and people who made things by hand. A lot of people lament the loss of craftsmen from our society by saying things like, "they don't make things like they used to."

Levi's has recently unveiled its new plans to incorporate the concept of modern craftsmen and craftswomen into its European branding strategy. In a new campaign developed by Exposure, Levi's has enlisted 18 modern craftsman and craftswomen to represent the brand during a relaunch of the Levi's store on Regent Street in London. Craftsmen and craftswomen come from diverse occupations like set design and catering. There is more at Brand Republic.

I love this idea and I think it would work really well in states as well. A US based craftsman campaign would provide Levi's with an opportunity to link the heritage of cowboys and lumberjacks with consumers that live a more urban and modern lifestyle but still are craftsmen in their own way.