In New Campaign, Levi’s Becomes the Latest Brand to Urge Americans to Vote

30-second spot comes ahead of National Voter Registration Day

Levi's campaign was created by FCB West. Levi's

Levi’s has joined a growing list of brands launching campaigns that encourage participation in the upcoming U.S. midterm elections.

The company kicked off a campaign ahead of National Voter Registration Day on Tuesday calling on eligible voters to get to the polls in November. The 30-second spot, which is set to the powerful classic “Think” by Aretha Franklin, who died last month, runs through a montage of people from diverse backgrounds and experiences exercising their right to vote. The one thing they have in common? Denim.

The campaign, which was created by FCB West, supports a simple message that rings true: “It’s your voice. It’s your vote. Use it.”

The spot will be supported on digital and social channels, and it’s just one component of Levi’s larger “Vote” campaign, which will span TV, limited-edition products like T-shirts, nonprofit partnerships and influencer engagement efforts.

For the broader campaign, Levi’s partnered with other brands and organizations, including Rock the Vote and Patagonia, that have pledged their support to the “Time to Vote” challenge, a nonpartisan effort to increase voter turnout. (The 2014 midterm elections drew a historically low voter turnout of just 41.9 percent, according to the U.S. Census Bureau.) The challenge is being supported by nearly 150 companies, including Lyft, the Gap and Southwest Airlines, which started rolling out similar voter ads this weekend, according to a New York Times feature on the campaign.

“It’s enormously rewarding to work with a partner like Levi’s who believes in making a stand for important social issues,” FCB West CCO Karin Onsager-Birch said in a statement. “This campaign to remind us all of the power we hold with our vote is an urgent plea to not take that right lightly. We hope it inspires others to action as much as it has inspired us.”

Levi’s is also promoting Rock the Vote’s efforts to boost voter turnout on its own website.


Client: Levi’s
Chief Marketing Officer: Jennifer Sey
Vp, Global Marketing: Chris Jackman
Director, Global Marketing: Rachel Sundberg

Agency: FCB West
Chief Creative Officer: Karin Onsager-Birch
Executive Creative Directors: Justin Moore, Mike Long
Art Director / Creative Director: Bruno Nakano
Copywriter: Christopher Penman
Senior Producer: Charlotte McConnell
Production Assistant: Lauriann Lamoreaux
Art Director (Digital): Sarah Ranney
Copywriter (Digital): Sara Mason
Svp, Group Management Director: Arlene Bae
Account Supervisor: Lauren Geismar
Assistant Account Executive: Alek Weltin
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
Project Manager: Jentri Flores

Production: Broadcast
Production Company: Pulse
Director: Benito Montorio
EP: Dav Karbassioun
Producer: Simon Eakhurst
DOP: Steve Annis
EP: Carmen Amos
Editing House: Cartel
EP: Lauren Bleiweiss
Producer: Greer Bratshie
Editor: Leo Scott
Edit Assistant: Dan Gutterman
Post Production: Electric Theatre Collective
EP: Kate Hitchins
Producer: James Howell
Colorist: Jason Wallis
Sound: Lime Studios
Sound Engineer: Loren Silber

Production: Digital
Production Company: Fuel Content
Producer: Nikki Leigh Piper
Director: Andy Lund
Director: Josh Rowe
Editor: Jonathan Flookes

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.