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Client Forsakes Hip in Returning Workwear to Blue-Collar Ethic
DALLAS–Williamson-Dickie, the maker of traditional denim workwear, has returned to the airwaves with its first major television spot in a decade, in a bid to appeal to two widely divergent target markets.
Developed by the Fort Worth, Texas company’s in-house agency, Reel FX Creative Studios, the 30-second spot is an energetic montage of industrial scenes presented as a paean to the blue-collar working class.
While obviously targeting construction workers and the like, the spot’s techno music and photo-realistic animation are also geared to appeal to a younger demographic that wears Dickies clothing less for its practicality than for its post-modern chic.
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