Levi's donates jeans for use in gun control ad (VIDEO)

Continuing their boost to groups backing more gun restrictions, Levi’s donated a lot of denim for use in a dance-filled video for Everytown.

The spot, “Enough!” features 130 student performers from the partially publicly funded National Dance Institute in New York and over the course of the 4-minute video, there are lots of blue jeans and even a few full-on Canadian tuxedos. The reason for this, as reported by Teen Vogue, is that Levi Strauss donated 250 pieces of denim to the project joining other companies such as Banana Republic and Gap, who made similar, yet smaller, contributions.

The video, set to “I’m Still Here” by Australian singer Sia, was created with the help of a choreographer known for their work with Beyonce, and encourages youth to get active in voting, specifically for candidates who “support common-sense gun safety policies.” The video ends with shooting statistics compiled by Everytown and a text short code for more information from the group.

“This year, students across the nation proved that they are united and determined in this fight for stronger gun laws,” said Shannon Watts, founder of Moms Demand Action. “This video represents a generation determined to end gun violence once and for all.”

Earlier this year, Levi’s chief executive Chip Bergh pledged $1 million to support gun control groups. The company also promised to double their normal donation match for employee contributions to the organizations such as Everytown while encouraging workers to use five hours a month in company-paid volunteer time to “get more politically active.”

In 2016, Bergh asked shoppers not to bring firearms into company locations following an incident in which a customer accidentally shot and injured himself while trying on a pair of jeans.

As with Levi’s, the video was not Sia’s first contribution to the conversation on gun control in the States. Following the 2016 Pulse Orlando Shooting, her single “The Greatest” was dedicated to the 49 killed at the nightclub and ends with a similar number of dancers collapsing to show a bullet-riddled wall behind them.

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