Effective Advertising

I find this ad effective because I think it speaks to a my generation. Levis have always been representative of a carefree, rebellious youth, and this commercial grabs ahold of that and makes it artistic. The poem in the voice over, a poem called Pioneers! O Pioneers! by Walt Whitman, is oddly arcane and outdated but somehow fits perfectly, and moreover, inspires. It is an example of an ethos argument, in that it plants a seed in the viewer's mind to not allow their spirit to dwindle. It's as if Levis is telling us that it is our moral obligation to live freely and be wild while we have the chance. Watching this add not only makes me want to buy and wear Levis, but to take charge, to explore, to take risks, and to embrace my youth.