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New Dickies ad developed with Sid Lee to spotlight workers, creators

🕐 2 min read

Dickies is not only lending its name to the new arena that will bring plenty of changes to Fort Worth, but the workwear brand is also launching Yours To Make, a new campaign celebrating “those who love what they do and take pride in their work.”

Fort Worth-based Dickies, a brand of VF Corp., worked with creative company7 Sid Lee to develop the campaign.

No actors are featured in the commercials, only artists, creators and makers. The hero spot features the television debut of Channel Tres, a DJ/music producer from Compton, California. Channel Tres also re-mixes a classic 1940s-era jazz tune, “Tain’t What You Do” for the soundtracks of the broadcast spots.

Dickies has found a following of new workers who take joy in bringing their ideas to life and seek their own paths instead of a traditional nine to five career, according to the company’s news release.

Also, Dickies has enjoyed a resurgence thanks to the rise of workwear in global fashion. The brand has been spotted on fashion icons across the globe including on red carpets of the Met Gala and the recent Billboard Music Awards. But, for nearly a century, the iconic workwear brand has found itself to be a favorite of workers around the world.

“Yours to Make is all about showcasing the pride and the dignity of workers and makers,” says Dickies Global Brand President, Denny Bruce. “We want to show everyone that we see them as they see themselves – producers and contributors. We’re here to stand behind them like we always have.” Dickies partnered with global creative company Sid Lee to develop the campaign. “Few brands in the world have a century of credibility like Dickies,” says Driscoll Reid, Executive Creative Director at Sid Lee LA. “Yours To Make is about encouraging a new generation of makers to forge their own paths.”

Sid Lee brought in actual makers instead of casting actors for the commercials. Featured talent in the campaign include Channel Tres, music producer; Samantha Huston, leather and saddle maker; Yaniv Evan, mechanic and custom bike builder; Bob Libo, welder; Jules Muck, artist and muralist; and Ronnie Sandoval, professional skateboarder and member of the Dickies Skateboarding team.

The spots open with the classic jazz tune, “Taint What You Do” by Sy Oliver & James Young as performed by Gregg Leonard. Channel Tres’s remixed version then mixes into the soundtrack.

The multi-platform marketing campaign includes national television, radio, digital, social and custom content.

To see the commercial:

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