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
Commercials: 
Country: 

Comments (7)

  • HowieSPM's picture
    HowieSPM

    This will be interesting. Dickies owned 2 demographics. Skateboarders and Streetart/Tattoo/LA street Gang member folks. Unless they change their style and material I don't know if they can go mainstream. But I can see them going after construction workers etc. Problem is do they then lose the demo's they own. Will be interesting to see.

    Jul 29, 2010
  • Dabitch's picture
    Dabitch

    Yep, it's always tricky with a brand that has subculture cult-status. My first reaction was "omg, gotta throw away my dickies, they do ADS now". Yes, I have those knee-jerk reactions. Even though I know full well that my rebellion is someone elses marketing strategy.

    Jul 29, 2010
  • HowieSPM's picture
    HowieSPM

    Would be funny if Dickies set up a social media campaign where people submit photos of them wearing Dickies and having conservative farm workers in Iowa seeing their photo next to this latino gangster in LA cover in tattoo's. I am going to call the agency now and pitch this grand idea. Maybe make it a 'Dickies one world One people' campaign =)

    Jul 29, 2010
  • Neo's picture
    Neo

    I'm a SPECIAL SNOWFLAKE!

    Jul 29, 2010
  • Dabitch's picture
    Dabitch

    Hehe, I would like to apologize for my failed attempt at injecting "Life of Brian" into everything today. That joke didn't work at all.

    Jul 29, 2010

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.