Interviews
Dickies debuts '874 Versus' advertising campaign
27 Jul '10
4 min read
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.”
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.”
Williamson-Dickie Mfg. Co.
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