Saw this last night while watching Bret Favrvrevre come out of retirement again. Thought it was fantastic. Went to the site and realized it's an entire series about the former steel mill town of Braddock, PA and the people who are helping reinvent the town, along with Levi's. Here's how they describe the project:

When the steel mills closed in Braddock, PA, they left behind a dwindling population living in near apocalyptic circumstances. Now, a new geneation of urban pioneers has come with a mission- to create a new frontier from the ashes of the once vibrant town. Brought to you by Levi's in partnership with IFC and Sundance Channel.  Directed by Aaron Rose.

Kind of what the good side of advertising does. Connects with communities in a way that's reflective of its brand (Levis=Pioneers). Check out the entire series here: http://explore.levi.com/news/we-are-all-workers/?limit=6&offset=6

Incidentally, as I watched this a second time, it dawned on me what a shame it is that political ads can't embrace this kind of message. Wouldn't that be refreshing?