• by Sarah Mahoney  @mahoney_sarah, August 9, 2011

With the "Go Forth" campaign moving into its third year, Levi's is taking a new approach for the fall season, launching its first-ever global spot exclusively on Facebook.

"Levi's Legacy" is a 60-second film, from Wieden + Kennedy, meant to reinforce the brand's "now is our time" message. While "Go Forth," introduced back in 2009, was inspired by Walt Whitman's poetry, this spot goes into new literary territory for the brand, featuring the poem "The Laughing Heart," by Charles Bukowski.

Once called "the laureate of American lowlife," Levi's is hoping Bukowski's call to action ("there is a light somewhere. 
it may not be much light but
it beats the darkness.") will motivate fans not just to buy its britches, but also be pioneers for change. The ad was filmed by Berlin-based director Ralf Schmerberg, and features scenes of "pioneering youth" filmed throughout Germany.