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Tuesday, June 1, 2010

She & Him for Levi's Pioneer Sessions

Posted By on Tue, Jun 1, 2010 at 12:46 PM

There was an ad for the Levi's Go Forth campaign voiced over with a Walt Whitman poem from Leaves of Grass that I could not shake from my brain. It was brilliant marketing: subtle but targeted. Sticking with that pioneer branding, Levi's is doing a web series called the Pioneer Sessions, in which artists cover the songs that influenced their sound.

In the newest addition to the series, She & Him delivers quite possibly the loveliest cover of "Fool Rush In," with Zooey Deschanel's romantic and lilting jazz lounge-vocals and Matt Ward's soft and sparse string-work. Another clever marketing idea, the Pioneer Sessions hardly feels like a commercial.

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Jolene Torr

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