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It’s probably safe to say that an ad campaign aimed at the Jackass crowd (males 18-24) has never before quoted the poetry of Walt Whitman so extensively (if at all). So naysayers might be moved to dismiss this raw, exciting — even brainy — new Levi’s work, the first from Wieden + Kennedy, as pretentious.
Of course, “pretentious” is my middle name. So I’ll cop to the fact that reviewing ads for jeans rooted in the gritty, but optimistic (and surprisingly sticky) language and poetry of 19th-century America (when Levi’s got its start in the West) fills me with manic, Ed Grimley-like energy.