Levi's 'Go Forth' Channels 'Days Of Heaven'
Posted by Abe Sauer on November 5, 2010 12:30 PM
Over at The Awl, Dave Bry posits that the John Hillcoat-directed spot that kicked off 2010 Levi's "Go Forth" campaign featuring Braddock, Pennsylvania (above) reminds him of a song from rappers Wu Tang Clan. It's funny because this commercial has been reminding us of something completely different...
...namely, the 1978 Terrence Malick film Days of Heaven, which features long, perfectly shot unemployed people, hopeful for the future but stuck in the present. It also features a wise-beyond-her-years young girl's nearly poetic voice-over narration. (Below)
Some have pointed out that Levi's uses Wagner's Das Rheingold from the Ring cycle opera, music that certainly sets the somber, if expectant, tone. Yet Levi's has a lot going on here in a unusually moody commercial (see more of the campaign here). Anyone see anything else?
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