Dickies Versus Levi’s (Goodby Versus Wieden): Who Needs 501s When You Can Wear 874s?

Dickies is working with Goodby, Silverstein & Partners to highlight the brand’s spirit and flagship product, the Original 874 Work Pant.

The goal of the campaign is to solidify the 874 as a universal icon for the Dickies brand and convey the brand’s relevance to a larger audience.

“We challenged Goodby, Silverstein & Partners to create a unique campaign that acknowledges the ethos of our brand and honors the diversity of our consumer base. These are people who work hard, often under the radar, but with earnest dedication and heartfelt passion,” says Tad Uchtman, Senior Vice President of Marketing, Merchandising and Licensing at Dickies. “GSP has exceeded our expectations.”

Rich Silverstein says, “Work wear is very trendy today, but Dickies has been providing people with the toughest clothes for work for almost 90 years. Our challenge was to find the simplest and most honest way to tell that story.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.