Levis struggled for years to find its voice in advertising. Now that they have found it they find new ways to advertise towards what helps their company. They manages to tap into their original roots which is hard wearing jeans for the hard working pioneers that found the Western U.S. and they’ve done it in a stylish way. The ad featured shows a man walking through a field with his jeans and plaid shirt. The captions saying “ this country was not build by men in suits.” It is advertising to hard working men saying that you do not need to wear a suit to move forward. With the way the market is today it is difficult to get people to buy but to get people to buy American will move people to think they are helping the country and what it stands for. Levi was brilliant with this ad campaign of going forth reminding people of hard times America went through and how it was overcame. 
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