Levi’s encourages people to speak up and make a positive difference in the world. The brand has released a new commercial, entitled “Use Your Voice,” as a reminder of the power each and every one of us has when we speak up.
The 30-second spot opens with a young woman donning a pair of Levi’s jeans, who speaks to a small audience, after washing her face in the bathroom. “Our voices must be heard. Because this affects every person in the room,” she says in front of the members of a small local community, who give her a round of applause for her message. Another scene features a young woman as she speaks up for a guy held down by a gang. “You think you’re a big man, do you? Just walk away. Go on then,” she tells the bully, helping afterward the bullied to stand up. A final scene features a young man wearing a Levi’s denim jacket as he tells a group of journalists surrounding him that “it’s possible”.
The commercial, scored by the 2017 song “Battlecry” by Coventry-based singer/songwriter Jordan Mackampa, ends with the tagline “Your Voice Is The Difference”.
In September 2017, Levi’s encouraged people, through an ad that celebrated voting rituals around the world, to use their vote, presenting the action as the ultimate use of one’s voice and one’s freedom.