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Levi withdraws ad campaign after UK riots

Denim giant Levi’s has been forced to withdraw a video as part of its new advertising campaign, after a public outcry said it glorified the recent riots across cities in England.

According to The Guardian newspaper, Levi’s withdrew the 60-second video, which it launched on Facebook on Tuesday, featuring a man squaring up to riot police.

The 60 second ‘Levi Legacy’ advert, part of Levi’s new global advertising campaign called Go Forth, was also due to be shown in cinemas and on television. The company said it has been “temporary postponed”  but will be aired in other countries. It can still be viewed on YouTube and on Levi’s website.

A spokesman for Levi Stauss said: “We are deeply disheartened about the unprecedented events taking place in the UK at the moment and which have impacted communities across the country.”

He added: “While ‘Go Forth’ is about embodying the energy and events of our time, it is not about any specific movement or political theme; rather, it’s about optimism, positive action and a pioneering spirit. Out of sensitivity for what is happening in the UK, we have temporarily postponed our cinema and Facebook spots in the country.”

In an exclusive interview with Drapers last month global chief marketing officer Rebecca Van Dyck said the campaign had a “pioneering” message.

The spokesman added that it was intended to capture “youthful optimism” and ambitions of a better future, rather than encourage unrest. He told the Guardian: “We think that spirit was encapsulated in the groups that came together in Clapham, Hackney and elsewhere to rebuild their communities.”

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