We Are All Workers
Levi's has always been an advocate of recognizing the importance of the middle class and their "We Are All Workers" campaign reminded consumers of their grassroots origins. The advertisements portray obvious middle class families with the slogan "Everybody's Work is Equally Important," demonstrating Levi's recognition of the importance of blue collar work, while also forcing the consumer to associate the company with American Identity. Levi's positioning of themselves as an American company and making their support of the middle class known on a national level makes one proud to rock their jeans.
(page 105 in Goodvertising)