Branded Poem I Like

In 2011 Wieden + Kennedy turned Charles Bukowski’s poem The Laughing Heart into an ad (or should we say branded content video?) as part of Levi’s Go Forth campaign. Did it work? Does stunning creativity work?

Here’s the poem – eat your heart out:

The Laughing Heart

Your life is your life
Don’t let it be clubbed into dank submission.
Be on the watch.
There are ways out.
There is a light somewhere.
It may not be much light but
It beats the darkness.
Be on the watch.
The gods will offer you chances.
Know them.
Take them.
You can’t beat death but
You can beat death in life, sometimes.
And the more often you learn to do it,
The more light there will be.
Your life is your life.
Know it while you have it.
You are marvelous
The gods wait to delight
In you.

~ Charles Bukowski (1993)

Two years prior, in 2009, Levi’s launched Go Forth with photography by Ryan McGinley and two poems of Walt Whitman – please see one of the films below.

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