Levi's 'ready to work' by Wieden & Kennedy Portland

Levi's has launched a new integrated campaign created by Wieden & Kennedy Portland.

The campaign includes a TV spot, shot by The Proposition and The Road director John Hillcoat, which aims to portray the sense of timelessness that a brand like Levi’s enjoys.

Shot in the US town of Braddock, the ad features a girl speaking about how the residents are pioneers in their town, helping the town to grow, even if to the outsider it looks like the town is "stuck in the 1930’s".

The ad is supported by print, press, online and retail work, which have all been inspired by the classic American worker.

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