Dickies has hired Goodby, Silverstein & Partners to make them more famous, and the first campaign put the their 874 Work Pants to the test to prove they're so tough you have to "Earn Them". In this ad there's direct reference to Levi Strauss old logo with the horses, but Dickies are tougher and have the 874 meet 1850cc. Ouch.
See also, Dickies vs The Hill
Ad agency: Goodby Silverstein and Partners