Here’s a nice example of social marketing in 2010. To market a new line of Levi’s work wear, which includes jeans, corduroys, shirts and jackets, Levi Strauss & Company have created a new campaign titled “Ready to Work”. The commerical is a tribute to Braddock, Pennsylvania which attracted attention State-side last year for attempts by the mayor, John Fetterman, to address the dire straits of the town after decades of economic decline. Levi Strauss are donating more than a million dollars over a two-year period to assist Braddock in renovating a community center and further developing an urban farming program. Levi’s cast actual residents of Braddock area, paying them to be in the ads.
As The New York Times reports:
The campaign plays up the concept that Braddock residents are descendants of the pioneers who first wore Levi’s in the 1870s.
“People don’t think there are frontiers anymore,” says a girl who narrates a commercial that depicts scenes of life in Braddock. “They can’t see how frontiers are all around us.”
To underline the connection between then and now, the commercial — to be shown on television and in movie theaters — stylistically evokes two movies about the West, “The Searchers” (1956) and “Days of Heaven” (1978).
The commercial was directd by John Hillcoat, the filmmaker behind The Road and The Proposition.