Levi’s is postponing the UK premiere of its global ‘Go Forth’ ad due to a sequence in the film that features a young man confronting a line of riot police. (Levi’s: controversial scene from global ‘go forth’ campaign)
The scene from the brand’s first global campaign appears 47 seconds into the ad. It launched on Facebook on Monday and was due to run on UK television and in cinemas later this month. However in the wake of the widespread rioting and looting this week the ad’s UK premiere has been postponed. The campaign will continue to go ahead in all other countries.
Levi’s has said it has made the move out of “sensitivity” and it intended the scenes in the ad “in the spirit of positive action and optimism”. The 60-second ‘Now is Our Time’ ad was created by Wieden+Kennedy Portland. It builds on the brand’s 2009 and 2010 campaign ‘Go Forth’ and features Levi’s Fall 2011 collection.