This is part of a campaign that Levi's did a little while back, which included a treasure hunt, which frankly I think is awesome. The ad itself is clearly geared toward young adults, and also plays on patriotism with heavy repetition of the word "pioneer". It is an obvious emotional appeal using good looking people and American ideals of adventure and outdoorsy-ness. It promotes a lifestyle rather than focusing on the product itself, implying a promise that if you dress like these people you will live like them.
http://youtu.be/HG8tqEUTlvs
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