LEVI'S IS RESUSCITATING ITS BRAND. It has grabbed deep down in to the entrails of history and dusted down its image.

Years ago, the brand was robust, pioneering; it could flick its competitors off with such ease and get back on its horse for more adventure.

Yes, it had a certain pride, touching on border of vanity. Denim was synonymous to Levi's. Not two ways about it. So of course, the brand slapped a premium price on its jeans.

The jeans market is saturated today and the savvy shopper knows his jeans from his denims hence the start of a departure from the Levi's evangelists.

While any good marketers will launch their line of jeans - and at a cheaper price -  Levi's become entangled  in a miasma of competitors that could offer the same value at reduced price.

The era of the cowboy and the gold rush is, well, over. Smoking is not glamorous and wearing Levi's does not cut it either.

W+K Portland has launched the new TV ad 'Ready to Work' with the 'Go Forth'tagline. The strategy is good because it repositions the brand as THE first in the market. The execution works terrifically so as to emotionally reconnect the target market with the brand.

The ad is engaging. Will it have an impact on the flagging sales?