De Thurah has collaborated with Droga5 on many well-known commercials, from “Rule Yourself: Michael Phelps” for Under Armour to “The Man Who Wouldn’t Slow Down” for Hennessy.
“We knew ‘The Greatest Story Ever Worn’ needed a great storyteller,” said Sean Buckhorn, senior copywriter at Droga5. “On the page, these two particular scripts are about a cow and a dead guy. But Martin saw their potential, and homed in on what they were really about. Every decision was in service of telling a greater, more meaningful story and people’s relationship to a humble product that borders almost on the irrational.”
The director of photography on these two spots was Kasper Tuxen. “It was incredible to watch Martin and Kasper work,” Buckhorn said. “They have such a shorthand, and such an appreciation for the craft and elevating every detail. We’re still in awe of how effortless they made it all seem.”
‘An ever-expanding story’
As the campaign continues throughout the year, there will be 13 stories in total, all inspired by true events from around the globe. Taken together, these true stories frame the 501 Jean itself “as an ever-expanding story, one written and rewritten by everyone that pulls on a pair,” said George McQueen, group creative director at Droga5. “Not only are we celebrating one historic milestone, but also the exploits of hundreds of wearers from around the world for the last 150 years.”
The campaign will also include social, OOH, print, events, activations and digital. See some of the print and OOH work below.