A Brilliant Ad for CSR…A Puzzling Call to Action

Editor’s note: I like to say that my blog “covers the intersections of ethics, politics, media, marketing, and sustainability.” But I think this may be the first post in six years of blogging that touches on all five.

Levi’s “Go Forth” Ad

Chris Brogan’s blog brought my attention to a Levi’s ad called “Go Forth”—one of the most thought-provoking ads I’ve ever seen.

“A long time ago, things got broken here. People got sad, and left. Maybe the world breaks on purpose—so we can have work to do.” The young girl narrator says this, and a bunch of stuff about the pioneer/frontier spirit.

The ad shows a lot of images of a distressed town, Braddock, Pennsylvania—but also images and especially narration of hope and achievement. The people in the ad are not professional actors, but Braddock residents, apparently.

How I reacted

To, me this ad was about a company wanting to make a difference in a town. Yes, I noticed everyone was wearing Levi’s—but I didn’t pick up a message that I should buy its blue jeans. I got the message that it’s my job to make a difference in the world, no matter what I happen to wear.

Now, I confess—As an entrepreneur motivated more by creating social and environmental change than by making a monetary fortune, I am exactly who this ad is directed at. And I was fascinated. I took the rare step of typing in the link that was displayed on the video to find out more: Levisgoforth.com.

[Side note: In my book, Guerrilla Marketing Goes Green, I attack the conventional wisdom that you need seven or more touchpoints to create action. I argue instead that if you match message to market exactly, even a single impression may be enough. In this case, I took action immediately, on my first exposure.]

The Shocking Call to Action

Fully expecting a corporate rah-rah site about how Levi was helping communities, I was rather shocked to find a third-party site about the project, and one that was fairly critical of the company (click on the Go Forth and Facts pages). The site is anonymous, though there is a contact-the-site-creator link, which brings up an e-mail address for someone named Brett. Obviously, this link was added later, and not by Levi’s.

Apparently, Levi’s made a one-time million-dollar investment in the community, which is being put to good use creating artist spaces and the like. The effort has the active support of the mayor, but apparently is somewhat controversial in town. But the site attacks Levi’s for treatment of workers, shipping all its manufacturing jobs overseas, and environmental violations, as well as for trying to make the problems go away with a one-time infusion of cash. It says, “We all want to see Braddock Prosper we just have different solutions” (punctuation and capitalization are from the original).

What’s really odd to me is that this third-party intervention is the only call to action. Why didn’t Levi’s have one of its own? They get me all worked up with a feel-good surge of “I can do something,” and then utterly drop the ball.

If you’ve followed my work, you’ll know I’m not usually a fan of image-only advertising (though I’ve seen it serve some powerful purposes, even on campaigns I’ve been involved with). I believe strongly in having a call to action. That is particularly true when you use such deep emotional hooks as this ad does. Why leave people with no place to go? Why not harness that energy?

A Different Reaction

I asked my wife, novelist Dina Friedman, to view the ad. Although she teaches in a business school, she’s not an entrepreneur. But like me, she is an activist. Her reaction was quite negative: “They’re trying to tell me that their blue jeans are a way out of poverty. If they want to show corporate responsibility, why not run an ad highlighting what they’re doing for this community.”

How About You?

View the video. visit the go forth site. And tell me what you think. Please post your comment below.