The Gods Are Waiting to Delight in You. Or Something.

Co-opting the powerful poetry of Bukowski, Levi's releases this ad-cum-manifesto in the wake of global strikes and riots. It's apt to see it now, given what's happening in London, but it would have risen more readily to its Grand Youth Anthem! potential if the agency resisted the urge to toss in that kissing-in-the-swimming-pool potshot that all indie ads need to include under penalty of death.

You could have been braver, Levi's. Kids are dying out there, protecting one another, painting their faces, camping out all hours and wielding makeshift torches. This is the one instance in which they didn't need to be depicted as whimsical and romantic; you could have just focused on the strength, gritty unity and insane heedlessness that animates the conviction of youth.