The Right Khakis Could Get You a Raise, Says Dockers in Global Campaign
Spots by FCB West Are Aimed at Inspiring Confidence
Aug 31, 2017
It seems being brave enough to ask for a raise is not just a problem for women these days. Deodorant brand Secret took a feminist slant on the issue in its Stress Test spot last year, but now Dockers is addressing the issue for men. Apparently, for a guy, all it takes is wearing the right pair of khakis and making some hand signals and next thing, you'll be doing shots with your boss.
The spot, by FCB West, is part of a new global campaign for the Levi's-owned brand taglined "Always On" that is intended to inspire men to be ready for anything. It will include print executions with taglines such as "pants that turn one night into a weekend," and "pants that show your boss who's boss." According to the brand, it's aimed at evoking a "sense of undeniable confidence and self-assurance with an underlying wittiness the brand has been known and loved for."
The campaign was shot by FCB West SVP group creative director, Mike Long, along with photographer Matthew Comer and will run globally on TV, cinema and digital. In particular, it promotes Dockers' Smart 360 Flex Khaki -- a new collection of khakis constructed with four-way flex to stretch both horizontally and vertically.