every time I’ve seen this on TV I’ve been transfixed. Whitmans words (and voice) overlaying those b + w Ryan McGinley-esqe vignettes, the crackle of a wax recording anchoring the entire thing. America resurrecting itself? Somehow even the fact that it ends with the hand drawn Levis logo doesn’t upset me. America, it seems to say, that upstart: Pulling itself up by (buy) it’s bootstraps.
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I LOVE these commercials…so much so that I ordered two pair of Levis. I was so sad to see that they’re no longer made in the USA, because the commercials capture the American spirit so well. What they say and what they do aren’t congruent — but I still love my jeans.