Bukowski Poem in a Levi's Advertisement

Nothing says blue jeans like a Chuck Bukowski poem, and what better way to prove this theory than a Levi's commercial? According to a post at PSFK.com, Bukowski's poem "The Laughing Heart" is a large part of Levi’s Legacy, "a 60-second film by [advertising agency] W+K that celebrates America’s pioneering spirit." It will appear in theaters this week and television by the end of the month.

The article quotes Becca Van Dyck, global chief marketing officer of the Levi’s brand:

Now, more than ever, the world needs inspiration. The world needs people with a pioneering spirit who still believes that anything is possible. Our 60-second ‘Go Forth’ film and digital engagement program recognize people around the globe who are stepping forward to transform the world. Through Facebook, we hope to inspire people to join us in supporting the important work of today’s pioneers.

And a bit more on the campaign:

Alongside the short film, there is a digital engagement program, which encourages people around the world to support the work of pioneers. Initially, this features an online social challenge that highlights Water.org, a non-profit organization committed to providing safe drinking water and sanitation to people in developing countries. Levi’s Facebook fans are invited to join the Levi’s brand in supporting the efforts of Water.org by making an online pledge.

Also of note is this earlier Levi's spot, featuring Walt Whitman's "Pioneers! O Pioneers":

http://youtu.be/HG8tqEUTlvs