Glenn Beck is going on a one-man sort-of boycott of Levi’s over the company's new “Go Forth” ad, which he says “glorifies revolution.” The ad, which debuted during Monday Night Football, includes a shot of a young man challenging a line of police in riot gear. “I can’t believe I’m saying this. I love Levi’s,” Beck said on his radio show Wednesday, according to the New York Daily News. “Never again, Levi’s, never again will you get a dime from me. … I won’t wear your stupid red tab.”
Beck reiterated that on his internet TV show, decrying an official Levi’s statement saying the jeans should be the "official uniform of progress." Beck stressed that he doesn’t "believe in boycotts," and wouldn't organize a boycott of Levi's. But "me personally? Never again." Beck isn't the only one upset by the ad, either; it was pulled in Britain after an outcry saying it evoked the London riots.