Sex and violence have always been good sell tactics, especially for men in America! The descriptors from those two Levi's sites:

Levi's OPioneers! commercial from their new GO FORTH campaign. Directed by Cary Fukunaga for Wieden+Kennedy, Portland using poem by Walt Whitman.

The Levi's America spot sets the tone for the new Go Forth campaign: America is going through a challenging time, but the American spirit of self-reliance will persevere. The spot was directed by a young American filmmakers, Cary Fukunaga. The audio used in the commercial is widely believed to be an original wax recording of Walt Whitman reading four lines of his 1888.