Dickies®, the leading global work wear brand, today announced the launch of its first advertising campaign with agency of record Goodby, Silverstein & Partners (GSP). Titled “874® Versus,” the campaign showcases the strength, versatility and enduring spirit of the Dickies brand and its flagship product, the Original 874® Work Pant.
“874Versus” debuts as a series of Web films available for viewing at 874.dickies.com as well as on YouTube. The first three web films in the series are currently available, with remaining videos introduced over the next two months. The films are part of the company’s comprehensive integrated marketing campaign that includes a focus on traditional, digital and social media channels as well as experiential and public relations initiatives. Elements will be launched at strategic points in time through the end of the year to sustain a constant dialogue with consumers.
Underscored by the campaign tagline “Earn Them™,” the 874 Versus campaign illustrates the hardworking legacy of the 874 through a diverse series of tough tests and everyday uses. The campaign addresses the brand’s heritage, iconic 874 work pants and diverse communities of consumers who wear them day in and day out.
“The Dickies brand is steeped in pride and authenticity, it’s real and no nonsense. For nearly 90 years, we’ve been meeting the demands of people who need a good, tough, reliable pair of pants to get them through the day,” said Tad Uchtman, Senior Vice President of Marketing, Merchandising and Licensing at Dickies. “Our consumers are extremely loyal because they know we’ll always be true to our roots.”
“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,” added Uchtman. “GSP has exceeded our expectations.”
Since 1922, Dickies has remained diligently focused on producing innovative, durable work wear offered at an unmatched value. From khaki twill work pants in the ’20s to more than nine million army uniforms in WWII to the 874, real work wear has been the privately-owned company’s mainstay category.
In-depth insights mined over a two year period revealed strong consumer affinity for the Dickies brand and a desire to deepen their relationship with it, the company, its products and heritage. The comprehensive research substantiated Dickies’ need to elevate their marketing communications. As a result, the company conducted an extensive agency review and ultimately selected GSP as their first creative advertising agency of record last fall.
“Dickies is a truly iconic American brand. We are thrilled to be working with them,” said Rich Silverstein, Co-Chairman, Creative Director for Goodby, Silverstein & Partners. “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.”
Media planning and buying for the campaign was also handled by GSP, focusing on targeted, strategic media placement of the campaign assets in order to most efficiently reach Dickies consumers and prospective customers.
Renowned Commercial Director Dante Ariola spearheaded the video and television shoots. Ariola’s directing expertise and artistic inspiration have garnered him virtually every major industry recognition in advertising, from Clios to Cannes awards to the prestigious Directors Guild of America honor. Currently in preproduction for a major feature film, Ariola’s distinctive, textured style was a perfect fit for the Dickies campaign.
Award-Winning Commercial and Editorial Photographer Scott Pommier captured the print images. As a premiere skateboarding photographer and avid motorcycle enthusiast, Pommier’s unmistakable personal style engages viewers in his work with a refreshing authenticity and nostalgia; traits that mirror the Dickies brand itself.
The Original 874® Work Pant is a tool embraced by independent and passionate workers from all walks of life. As a result, the 874 has evolved to 28 variants, including washed fabrics, distressed and pigment dyes; and has inspired a franchise of work wear including work shirts, slim and skinny fits, cutoffs, women’s and kids’ versions, and more.
“As a brand, we’ve always been committed to representing workers and serving as a vital part of their lives. Our consumers have taught us that ‘work’ is a broad term meaning different things to different people, all of whom seek genuine, honest, reliable clothes for whatever life dishes out,” added Uchtman. “Dickies always has and will be there to meet that need, without fail or pretense.”
About Dickies
Dickies® is the leading global brand of innovative and trusted work wear. The brand has an unwavering commitment and proud heritage of providing tough, quality clothing to workers for more than 88 years. The Dickies brand has grown from bib overalls to World War II U.S. military uniforms to its iconic Original 874® Work Pant to footwear and much more. Embraced by workers everywhere, Dickies is defined by the people who wear our apparel–independent, no nonsense and a little rough around the edges. As the signature brand in the portfolio owned by Williamson-Dickie Mfg Co., Dickies products are available in more than 60 countries worldwide. For more about Dickies, visit dickies.com.
About Goodby, Silverstein & Partners
Goodby, Silverstein & Partners, a unit of the Omnicom Group, is one of the world’s most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and has over 500 employees serving a broad array of national and international accounts, including Hewlett-Packard, Frito-Lay, Häagen-Dazs, CMPB (“got milk?”), Adobe, Sprint, NBA, and many others. For more information on GS&P, please visit goodbysilverstein.com.
