Pitched somewhere between The Bible and the Hitler Youth, Levi’s new campaign is leaving a very funny taste in our mouths. And not in a good way!
First of all can we look at this picture? Do you want to be him? No! You want to be Nick Kamen stripping down to crisp white boxers to the strains of Marvin Gaye, that’s who you want to be. Not some dirty freak with a bad mouth.
Secondement, the whole ‘I am the new American pioneer’ bollocks. ‘Bruises heal’ – what, is there a fight on? ‘Stink is good’. Erm, exqueeze us but it’s not. ‘Apathy is death’. Sounds like the old AIDS ‘Silence = Death’ campaign. Still, any bandwagon is a good bandwagon, right?
‘There is a better tomorrow,’ apparently. ‘Look across the plains and mountains.’ Oh, shut up! As if anyone lives near plains and mountains. ‘And see America’s eternal promise… Go forth with me.’
Tell you what. You go forth. We’ll stay here and finish these drinks. Aaaaaassshole.