This Colombia campaign unites authentic storytelling and celebrity resonance to humanize outdoor fashion — Clapboard's Global Ad Archive.
Use Your Vote - Levi's | Clapboard Ad Archive
Levi’s Use Your Vote campaign, launched in the United States in 2018 by FCB, marked a notable shift for the brand as it deliberately aligned itself with the cause of civic engagement ahead of the Midterm Elections, drawing on fashion’s cultural cachet to embolden a national call to action. As a market leader in apparel, Levi’s pragmatically flexed its influence beyond denim—redefining itself for a new era as an advocate for positive social participation, not just a purveyor of jeans. The film creative for this initiative, situated in the Fashion and Public Interest sectors, dispensed with narrative arc and overt product demonstration in favor of what Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery, spotlighting real and relatable people whose singular act of voting is positioned as both accessible and aspirational. The campaign’s messaging foregrounded empowerment and inclusivity, reminding its audience that every voice counts and all votes are created equal, and therefore leverages its own status as a cultural touchstone—the very wearable belonging that makes Levi’s iconic—to suggest a shared civic identity among those who participate. By channeling nearly one million views through a single media asset and directing viewers to a dedicated educational platform, Levi’s extended its reach beyond the conventional parameters of fashion advertising to serve as an actionable conduit for voter agency, amplifying the relevance of the Midterms to its core audience and broader community. For a sector frequently criticized for performative activism, this work sidestepped slogans or symbolic gestures in favor of clear utility, connecting the act of voting to everyday brand use and facilitating tangible impact. The campaign earns 69/100 in Clapboard’s global creative archive. At a moment when brand authenticity and public responsibility are increasingly central to strategic marketing, Use Your Vote demonstrates how heritage brands can credibly operate as catalysts for real-world change when they embed civic action in their own brand universe.
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