• Copywork365
  • Posts
  • 28(ish)-NOV-2024 | Levi’s “New American Pioneer” Ad

28(ish)-NOV-2024 | Levi’s “New American Pioneer” Ad

Author

Dan Bogachek
November 29, 2024

Levi’s “New American Pioneer” Ad

I am the new American pioneer, looking forward, never back. No longer content to wait for better times… I will work for better times. ‘Cause no one built this country in suits. All I need is all I got. Bruises heal. Stink is good. And apathy is death. So I strike up for the new world! A newer, mightier world. The one I will make to my liking. For after the darkness comes the dawn. There is a better tomorrow. Look across the plains and mountains and see America’s eternal promise. A promise of progress. Go forth with me.

GO FORTH 🏁

Identity, identity, identity and why, why, why. Particularly effective for established brands.

We already know Levi’s makes some good pants (or at least used to, anyway.) This ad is really just here to prime us with the association: “go forth” attitude → Levi’s clothing.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].