Levis Amazing New Ad Campaign

I admit, when I first moved to Mexico City, I loved living outside my culture. I loved being surrounded by different people, different ways of thinking, a different language … but most of all, I loved being away from my own culture. I definitely went through a rejection period. When I returned to the US for visits I would proudly walk through the airport thinking I was way better that everyone in the US because I had left the US. I had rejected all things big and materialistic and orderly and sterile. I had rejected English & what I considered at the time to be highly annoying cultural characteristics – like sticking to a schedule. I felt good about it. I was naive.

Now, a few years and many miles of travels later, I have matured a bit, evolved my thinking a bit, and come back around to evaluate my own culture with fresh eyes. I dont think I´m better than people who still live in the US. I dont think my culture is annoying. I am not embarrassed to say I´m from the US. (which might have a little to do with the change in DC … ) Instead, I feel proud of many things American. I feel proud to come from an extremely diverse culture. I feel proud to come from a country full of creativity and inspiration. I feel proud to be a curious, open-minded, friendly person representing the good things (hopefully!) of the US. I listen to all kinds of music – from rap & R&B to jazz and country, I watch movies – from indie films & spots on you-tube to hollywood hits, I love my Mac electronics, I read and laugh and taste and feel, and I am happy to come from a country that fosters invention, innovation and supports the arts. And I am grateful that I was raised to treat everyone equally, no matter what their social status, their skin color, their gender or sexual preference. Because in many parts of the world, people aren´t so open & accepting.

Of course, there are still things about the US that I dont like. For instance, I think people tend to get trapped into thinking there is only one way to live life, which often involves debt, long-term planning, and aversion to risk/adventure. I also think too many Americans are obsessed with happiness (and their general mental/emotional health). And while the US is the birthplace to so much creativity, technology & art, there is an overly proud, “better than you” attitude that often gets exported along with the music, movies and brands.

Levis Go Forth Campaign - Walt Whitman poems

So, while I no longer feel embarrassed or reject my country and culture of origin, I also realize it is up to me to decide which cultural traits I will portray … and which I will reject. (Though I am sure many Anthropologists would argue that we cannot choose our cultural traits. I think as adults we can decide who we want to be.) I feel like I have a more clear sighted view of my own culture – for better or for worse. I now realize that one´s outlook on life is not a result of where they choose to live, but rather of who a person is inside, what their values are, what their dreams are, how they like to spend their day. I no longer feel like I am escaping anything by living abroad. But there are things about living abroad that make me want to stay. Maybe it´s easier for me to be more open to life when I am forced to, everyday. Maybe I´m just lazy, and Mexico kicks my butt just enough to make life a little more challenging and interesting. Lord knows it is NOT because I like to be asked everyday where I am from and how long I have been here! At least now I can say “Estados Unidos” with confidence.

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