wieden kennedy

The granite-bellied, cello-voiced Old Spice Man can bake cakes, refurbish kitchens, change pants instantaneously and generate millions of hits on YouTube -- but can he sell Old Spice products? The answer is a qualified yes.

While I dimly know the history of Levi Strauss & Co. -- its connection to the wild-west gold rush roots of the America I call my own, its story heavy with lore and imagery of the original 49ers panning for gold and hammering railroad spikes -- this connection has weakened with its advertising...