What you really want - in fashion, advertising and film, but probably not in love, because that would be tiring - is to be ahead of the zeitgeist. Just. If you are on it, there’ll be a hundred other versions being pulled from the air of the collective consciousness at the same time and everyone will think you’ve copied one of them.
Levi’s …. is sometimes on, sometimes behind, sometimes a tiny bit ahead. (Adidas makes zeitgeists, but that is another post).
Now, Levi’s have just been awarded the greatest accolade in advertising. Getting your ad banned. Just ahead of the zeitgeist this time, they have made a global campaign that was supposed to run from the 15 August 2011. It was pulled because it is, er, rather, thought to be, incite-ful (another great accolade, a brand that can make yout’s revolt against their silver-spooned govt). Whether it is or not, it serves its purpose even better if it won’t air on the television, but goes viral online.
As they do in poetry, identify the poet by the first line:
Your life is your life/ Don’t let it be clubbed into dank submission
Yes. it’s that old man so loved by young men - Monsier Bucowski - encouraging chavs to steal from High Street.
The campaign has been running for a while. In this one (2009 I think) we have Walt Whitman inciting the ‘Youths/ Western Youths’ by calling: O Pioneers! My Pioneers/Come my tan-faced children.
And here we have an actual movement, where the CSI programme and ad were made together. The difference is, I feel, in the authenticity.
Whether you wear their pant or not, whether u think it’s wankery or not, at least it reflects a little bit of the Western world zeitgeist of now.