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27-JUN-2025 | Levi’s “Go Forth” Ad

Author

Dan Bogachek
June 27, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

Levi’s “Go Forth” Ad

I am the new American pioneer, looking forward, never back. No longer content to wait for better times… I will work for better times. ‘Cause no one built this country in suits. All I need is all I got. Bruises heal, stink is good, and apathy is death. So I strike up for the new world! A newer, mightier world. The one I will make to my liking. For after the darkness comes the dawn. There is a better tomorrow. Look across the plains and mountains and see American’s eternal promise. A promise of progress. Go forth with me.

GO FORTH 🏁

  • Identity, identity, identity.

  • Heavy on the stoic ideals. It reads like a mantra.

  • A strong — but broad, fill-in-the-blank — not call to action, but let’s call it a “call to inspiration”. “Go forth” applies to everyone, no matter the task. It’s deeply personal because each one of us knows what that is.

The association being planted: “Agency, autonomy, and the power of will.” = Levi’s. The more you feel that cocktail of underlying emotions, or want yourself to feel empowered with those feelings — the closer you resonate with the brand.

Logic justifies in hindsight. So who’s in the driver’s seat?
Emotion. Always has been.