Levi’s launched a new spot from agency FCB West celebrating diversity through a well-choreographed look at different cultures.
The brand shared in a blog post that its “core beliefs are rooted in empathy and courage.” The brand’s new “Circle” ads summarizes its message, “We are all connected. We are more alike than different. And our differences only make us stronger.”
The spot initially delivers that message implicitly, through the power of dance across a variety of cultures. Set to “Makeba” by French artist Jain, the spot opens on a turntable. Various groups of people across the world begin to dance, with each group forming a circle of dancers. Of course, everyone is sporting a Levi’s product of some sort, tying the brand to the theme of universality.
At the conclusion of the spot, the words “men, women, young, old, gay, straight,” rapidly appear on the screen, followed by, “Let’s live how we dance.”
The ad is the latest in Levi’s long-running “Live in Levi’s” campaign and possibly its best execution yet as it feels timely in the wake of recent events, but the spot is delivered in a way that doesn’t feel tied to recent turmoil. Its call for unity is a sentiment that is universal and timeless.
The spot made its debut online and in cinemas in the U.S. and will continue to roll out globally in countries including China, the U.K., India, France, Germany, Russia and Spain. Levi’s has donated a million dollars in grants to “organizations that protect the civil liberties of highly vulnerable communities across the United States and abroad” as part of the effort.