brand was forced to delay the release of its latest ad campaign after protest scenes in the minute-long spot were judged to hew too closely to real-life images of violent riots in UK cities
Levis said that scenes of rebellious teenagers rallying against authority figuresas they rock skinny jeans, hoodies and shorts from the denim brandin its Go Forth campaign were filmed in the spirit of positive action and optimism.
We are deeply disheartened about the unprecedented events currently taking place in the UK, a Levis spokesperson said.
Go Forth is about embodying optimism, a pioneering spirit and the positive energy and events of our time. It is not about any specific movement or political theme. Out of sensitivity for what is happening in the UK, we have postponed our cinema and Facebook spots in the country.
The campaign was shot during May Day in Berlin, months before the riots that have rocked Birmingham, Manchester and London began. Levis has cut riot scenes from the original video.
Levis is far from the first brand to tap into the imagery of mass gatherings for its campaigns. Think well see any TMobile-style flash mobs convened for marketing purposes in the near future?
Read about the riots' effect on the UK retail sector