Monday, February 8, 2010

About the Dockers ad and brand

The "Men Without Pants" ad makes a statement about modern masculinity, or lack thereof. The anti-anthem commercial dramatizes the ridiculous behavior of a group of men not wearing pants. These proud but childish men march through a field with purpose while singing "I Wear No Pants" and are interrupted with a notice to mankind: "Calling all Men - it’s time to Wear the Pants." The takeaway of the ad is that men might see a glimmer of themselves in the pant-less parade and make the decision to "Wear the Pants," both literally and figuratively.

The Dockers® Brand has embodied the spirit of khaki for more than 20 years. Since their introduction in 1986, Dockers® has been perfecting khakis—and the essential goods to go with them—for men and women all over the world. No compromises in quality. Just versatile, essential style. Day to night. Monday to Sunday. Wearing the pants has never looked so good. For information on Dockers® and its products.

SAN FRANCISCO - (Business Wire) The Monday morning quarterbacking is in full swing, with marketing reporters, ad critics and pundits giving their impressions of the Superbowl xliv ads. The doker® brand is looking at measurement in a different way: they are turning not to the critics, but to consumers to gauge success. When you look at who was motivated to truly engage with the advertised brands, Dockers® came out on top and landed the number one and two spots on Google search in the United States for over 24 hours.
"Our objectives for our Super Bowl ad were clear - we wanted to first get consumers' attention back on Dockers, but more importantly, we wanted to engage them in our brand and get them into our new products," said Jen Sey, vp of global marketing for the Dockers® brand. "We were thrilled to learn that all day on Sunday through Monday afternoon, 'Dockers free pants' was the most searched term on Google in the United States. As everyone is inundated with the opinions of pundits, our definition of Super Bowl ad success is consumer engagement. We are thrilled that our campaign caught the attention of viewers - it's been a long time since people have been this excited about khakis and we feel that the 'pantsformation' has begun!"



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