Levi’s pulls ads following London riots

Levi’s has postponed its latest advertising campaign in the UK because it contains scenes that resemble the riots that have hit parts of the country this week.


The ’Go Forth’ campaign was revealed last month to emphasise the brand’s “youthful optimism and energy”.

The TV and cinema ads were filmed in Berlin on May Day – a day of organised political demonstrations.

The TV, cinema and Facebook campaign was due to run during August as part of the denim brand’s first global advertising campaign.

Currently only a selection of photos from the Go Forth campaign appear on the brand’s Facebook page.

A Levi’s spokeswoman for the UK says: “We are deeply disheartened about the unprecedented events taking place in the UK at the moment and which have impacted communities across the country. While Go Forth is about embodying the energy and events of our time, it is not about any specific movement or political theme; rather, it’s about optimism, positive action and a pioneering spirit. Out of sensitivity for what is happening in the UK, we have temporarily postponed our cinema and Facebook spots in the country.”
She added that the “positive action and pioneering spirit” that the brand hopes to portray was “encapsulated in the groups that came together in Clapham, Hackney and elsewhere to rebuild their communities.”


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