In the span of 30 seconds, you see Marlon Brando, John Wayne, the Ramones, Maralyn Monroe, and, if I'm not mistaken, some clip from Woodstock, along with some rebelous text about how any article of clothing that aren't jeans are for big, rich douchebags, narrated by the familiar Mastercard narrator, who may as well be the voice of my generation (sorry, Kanye).
I understand that business is business, and that making yourselves look cool is often a way of ensuring business with my crowd, but at least three of the five clips used in this commercial, to speak nothing of David Bowie and his iconic 70's material, spoke against conformity. Mastercard: You are a credit card company. I hate to point that out, but it's the truth, plain and simple. You are the man you're so keen on rebelling against. Instead, you should have gone with this:
Jimmy Clanton - Venus in Blue Jeans
With that being said, I will now present myself as an awful hypocrite:
This Levi's ad, directed by Cary Fukunaga (Sin Nombre), is stunning, combining hipsters with two enduring figures of Americana: Jeans, and Walt Whitman. For one minute and two seconds, I was not annoyed that movie theaters have taken to playing unescapable, often terrible ads before their movies--I was overtaken by this most excelent reading of Walt Whitman's "Pioneers! O Pioneers!," a poem that is somewhat overlooked because we take Whitman for granted, especially if the poem isn't "Song of Myself" or about Lincoln.
The reading is from a 1957 album of recordings from Whitman's seminal Leaves of Grass, by a group called The University Players. It would be long out of print were it not for Smithsonian Folkways, a non-profit record label opporated by the Smithsonian Institute. It is, for my money, one of the unhearalded aspects of our government; that somewhere, someone is preserving our history of recorded sound. They do this with movies too, via the National Film Registry. Films as diverse as All About Eve and The Terminator will be around as long as there is a United States, ready to be chopped up and regurgitated into Levi's ads at a moment's notice. If they're as good as this one, and don't shill as hard as the Mastercard one, I'll allow it. Hell, I might even like it enough to not mind that it's standing between me and my movie.
Pioneers! O Pioneers!
by Walt Whitman
Come my tan-faced children,
Follow well in order, get your weapons ready,
Have you your pistols? have you your sharp-edged axes?
Pioneers! O pioneers!
For we cannot tarry here,
We must march my darlings, we must bear the brunt of danger,
We the youthful sinewy races, all the rest on us depend,
Pioneers! O pioneers!
O you youths, Western youths,
So impatient, full of action, full of manly pride and friendship,
Plain I see you Western youths, see you tramping with the foremost,
Pioneers! O pioneers!
Have the elder races halted?
Do they droop and end their lesson, wearied over there beyond the seas?
We take up the task eternal, and the burden and the lesson,
Pioneers! O pioneers!
All the past we leave behind,
We debouch upon a newer mightier world, varied world,
Fresh and strong the world we seize, world of labor and the march,
Pioneers! O pioneers!
We detachments steady throwing,
Down the edges, through the passes, up the mountains steep,
Conquering, holding, daring, venturing as we go the unknown ways,
Pioneers! O pioneers!
We primeval forests felling,
We the rivers stemming, vexing we and piercing deep the mines within,
We the surface broad surveying, we the virgin soil upheaving,
Pioneers! O pioneers!
Colorado men are we,
From the peaks gigantic, from the great sierras and the high plateaus,
From the mine and from the gully, from the hunting trail we come,
Pioneers! O pioneers!
From Nebraska, from Arkansas,
Central inland race are we, from Missouri, with the continental
blood intervein'd,
All the hands of comrades clasping, all the Southern, all the Northern,
Pioneers! O pioneers!
O resistless restless race!
O beloved race in all! O my breast aches with tender love for all!
O I mourn and yet exult, I am rapt with love for all,
Pioneers! O pioneers!
Raise the mighty mother mistress,
Waving high the delicate mistress, over all the starry mistress,
(bend your heads all,)
Raise the fang'd and warlike mistress, stern, impassive, weapon'd mistress,
Pioneers! O pioneers!
See my children, resolute children,
By those swarms upon our rear we must never yield or falter,
Ages back in ghostly millions frowning there behind us urging,
Pioneers! O pioneers!
On and on the compact ranks,
With accessions ever waiting, with the places of the dead quickly fill'd,
Through the battle, through defeat, moving yet and never stopping,
Pioneers! O pioneers!
O to die advancing on!
Are there some of us to droop and die? has the hour come?
Then upon the march we fittest die, soon and sure the gap is fill'd.
Pioneers! O pioneers!
All the pulses of the world,
Falling in they beat for us, with the Western movement beat,
Holding single or together, steady moving to the front, all for us,
Pioneers! O pioneers!
Life's involv'd and varied pageants,
All the forms and shows, all the workmen at their work,
All the seamen and the landsmen, all the masters with their slaves,
Pioneers! O pioneers!
All the hapless silent lovers,
All the prisoners in the prisons, all the righteous and the wicked,
All the joyous, all the sorrowing, all the living, all the dying,
Pioneers! O pioneers!
I too with my soul and body,
We, a curious trio, picking, wandering on our way,
Through these shores amid the shadows, with the apparitions pressing,
Pioneers! O pioneers!
Lo, the darting bowling orb!
Lo, the brother orbs around, all the clustering suns and planets,
All the dazzling days, all the mystic nights with dreams,
Pioneers! O pioneers!
These are of us, they are with us,
All for primal needed work, while the followers there in embryo wait behind,
We to-day's procession heading, we the route for travel clearing,
Pioneers! O pioneers!
O you daughters of the West!
O you young and elder daughters! O you mothers and you wives!
Never must you be divided, in our ranks you move united,
Pioneers! O pioneers!
Minstrels latent on the prairies!
(Shrouded bards of other lands, you may rest, you have done your work,)
Soon I hear you coming warbling, soon you rise and tramp amid us,
Pioneers! O pioneers!
Not for delectations sweet,
Not the cushion and the slipper, not the peaceful and the studious,
Not the riches safe and palling, not for us the tame enjoyment,
Pioneers! O pioneers!
Do the feasters gluttonous feast?
Do the corpulent sleepers sleep? have they lock'd and bolted doors?
Still be ours the diet hard, and the blanket on the ground,
Pioneers! O pioneers!
Has the night descended?
Was the road of late so toilsome? did we stop discouraged nodding
on our way?
Yet a passing hour I yield you in your tracks to pause oblivious,
Pioneers! O pioneers!
Till with sound of trumpet,
Far, far off the daybreak call--hark! how loud and clear I hear it wind,
Swift! to the head of the army!--swift! spring to your places,
Pioneers! O pioneers!
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5 comments:
Wow! Sin Nombre has been on my list of To-See films of '09 and if that commercial has anything to say about the director's abilities, I'm in. The audio was mesmerizing, the visuals were captivating, and, like you said, I wasn't annoyed that I was watching a commercial.
His other commercial for Levi's is good, too, but it uses a Whitman poem I'm not as fond of.
And yeah, I need to get me a copy of Sin Nombre in the worst way.
Great poem, arresting visuals... but good thing they didn't decide to do the whole poem. I don't need commercials that long.
First: I also hate the Mastercard commercial, but for a slightly different reason. I don't really have a problem with the corporatization of rebellion, that's something I've grown up with and while its obviously incorrect, I can't be bothered anymore. What's ridiculous is Mastercard's conflating blue jeans with rebellion. Every single person wears them, cool and uncool. Also, winning a pair of jeans is a really lame contest.
But the Levi's commercial? Awesome. I remember being disappointed finding out that it was a commercial; I apparently would sit through 90 minutes of cavorting hipsters.
As long as they're carrying torches and banging things to Whitman, I would, too.
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