Circles, a campaign by Levi’s celebrates human connections amid the lockdown and in anticipation of the post-COVID-19 world.
Amid a global lockdown, while people are hoping to get back into the world, Levi’s is nudging them to do so responsibly and carefully. With visuals of people dancing at happy events in the campaign video, Levi’s tells viewers: One Day Soon We’ll Dance Together Again. The campaign is a message about keeping the faith. About hope. The fact that everybody is in this together and they will emerge to again experience life to its fullest.
The brand asks people to celebrate human connections. “Yes, we are different, we hold different beliefs and sometimes we become what may seem to be irreparably divided. But if we can remember that our differences unite us, if we can hold onto all that we share in common, we can find our way back to each other. We can find a way to listen and offer understanding. Just maybe,” they say.
Watching this ad now has new meaning for me. It reminds me not of our connection amidst division, but of what we are struggling to get back to. Let’s remember, we stayed home so that we could emerge again, not separate ourselves forever. We continue to stay at home so we can once again see friends and family; dance and enjoy music; worship and attend school; celebrate life,” said Jennifer Sey, Chief Marketing Officer, Levi Strauss & Co.