Ready to Work: Blue-Collar Braddock Goes Hollywood

Braddock, Pa., is the setting for a new Levi's campaign that has stirred some controversy online. Watch the videos, and tell us what you think in the comments section.

If you have 1 minute and 53 seconds to spare today, don’t spend it cultivating your FarmVille ranch or mentally eviscerating an old high school rivals’ Facebook photos.

Instead, spend it watching these videos, shot right here in Braddock by award-winning director John Hillcoat (the man behind The Road and The Proposition).

The video, which is really just an epic commercial for Levis jeans, has stirred a bit of controversy online. Some have skewered Levis, claiming that the “Ready to Work” thesis of the commercial implies that they have operations in Braddock when in fact they don’t.

However, the commercial is just a part of a $2 million investment that Levis made to help rebuild the town, including funding for Braddock’s community center, public library and urban farm.

The project also sheds light on Mayor John Fetterman’s one-man-crusade to reinvent the town. Watch the 6’8”, tattooed, Ivy-league graduate explain his mission below:

So, what do you think of the campaign? Is it a reminder of the kind of “up-by-your-boot-straps” vigor that America needs to rediscover? Or is it a hollow shill for blue jeans made in China?

Let us know in the comments section.

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Categories: Community Feature