Levi's - Your life is your life. There is light .... somewhere. The first global commercial spots cause a media riot

Shockingly beautiful. Shockingly close. Here are the current LEVIS spots by director Ralf Schmerberg and DOP Daniel Gottschalk c/o 1ST UNIT, as commissioned by Wieden und Kennedy. They have been produced as part of the ‘Go Forth’ campaign and they are the first global ad spots in the company history.

The shoot took place in London and the pictures resemble the annual riots taking place on the 1st of May in Berlin. But due to unforeseen circumstances in Great Britain, Levi’s pulled the spot for now. They had planned to show the spot in all of the nation’s cinemas – just like anywhere else in the world.

The spot is underscored by ‘The Laughing heart’ – a poem penned by scandalous legendary writer Charles Bukowski (*16th of August 1920 in Andernach, Germany as Heinrich Karl Bukowski, had his last drink on the 9th of March 1994 in Los Angeles, USA).

According to Levi’s the spot intends to communicate a message of ‘hope and self-confidence’.