Levi’s encourages people to exercise their right to vote on Election Day in a new commercial, highlighting that we are all responsible for shaping our future and that we can make a positive impact on the world by using our voice, which – with the Midterm Elections nearing – is our vote.
The spot, which is the result of the brand’s partnership with nonprofit organization Rock the Vote, aimed at increasing voter awareness and turnout on Election Day, features a variety of people from different countries and backgrounds as they vote. Some of them are even actively getting involved to help arranging voting stations. A physically-impaired person, a muslim woman, a mother carrying her child, a rebell youngster and his father, an old man – are all seen heading to the polling station and exercising their right to vote.
Set to Aretha Franklin’s single “Think,” the commercial also features the text “It’s your voice. It’s your vote.” flashing across the screen and the tagline “Live in Levi’s”. Finally, viewers are directed to the brand’s website, at the dedicated section, “it’s your vote,” where they can register to vote, receive election reminders, purchase the Levi’s limited-edition Vote Tee Shirt, and more.
Rock the Vote is dedicated to “building the political power of young people by encouraging them to vote, use their voice and campaign for issues that impact their generation,” according to Levi’s, which – in support of the cause – created a limited-edition Vote Tee Shirt, made from 100% Cotton. Retailing at $25, the T-shirts are available only on Levi.com and in select Levi’s stores.