John Hillcoat, the filmmaker behind The Road and The Proposition, has directed a new commercial for Levi’s titled “Ready to Work”. The commercial is “a tribute to the new pioneers of Braddock, PA.”

When the steel mills closed in Braddock, PA, they left behind a dwindling population living in near apocalyptic circumstances. Now, a new generation of urban pioneers has come with a mission- to create a new frontier from the ashes of the once vibrant town.

Instead of using models or actors, the spots use the residents of the actual community. The New York Times says the advertising campaign will play up the concept that the Braddock residents are “descendants of the pioneers who first wore Levi’s in the 1870s.” Watch the commercial directed by Hillcoat, embedded after the jump.

Thanks /Film reader asharptack for the tip.

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