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Dickies: Pants You May Not Be Tough Enough to Wear

The aspirational youth can “go forth” all they want, but the blue-collar, salt-of-the-earth punching-their-cards 9-5er will continue toughing out the daily grind. That’s at least what the 90-year-old, hard-working Dickies brand seems to be saying in the company’s first ever advertising campaign with Goodby.

The three new commercials (directed by Dante Ariola) in Dickies’ “874 Versus” campaign highlight the quality of the brand’s Original 874 Work Pant by taking the pants through a series of toughness tests, as well as also showcasing their everyday use. For instance, Dickies 874′s are probably for you if you happen to work in a junk yard with a gentleman who reads almost as well as Morgan Freeman.

In a statement, Tad Uchtman, Dickies’ SVP of marketing says, “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.”

Leveraging the tagline “Earn Them,” the Dickies commercials are just part of the brand’s overall campaign, which will focus on traditional marketing (television, out of home, print), as well as digital, social media and PR initiatives. When you go to you can see clips of upcoming commercials. In the meantime, check out the other two from this first rollout after the jump.

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