Dickie's makes jeans advertising even more dark and depressing

By Todd Wasserman on Wed Aug 18 2010

Selling jeans these days is a pretty grim business. Not because no one buys them, but because people apparently buy them to walk around depressed and angry. After Levis' "Go forth" campaign set the scene with black-and-white ads that looked like they were shot by Jim Jarmusch, Dickie's and Goodby, Silverstein & Partners have introduced their own feel-bad ads in black and white featuring tough guys scowling at the camera and falling down a lot. "Our faces will be stained," sneers a voiceover. "Our blood will be spilt." Jeez. That's a lot of baggage for a pair of pants. Whatever happened to "These jeans won't make your ass look too big"?


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