Dockers' first Super Bowl ads ran in 1991, marking the first big-game appearance for parent Levi Strauss & Co. as well ("Toy Boats," "Studebaker"). In 1998, Levi Straus said it expected sales of Dockers to equal that of its breadwinning Levi’s jeans by 2002. Popular and appealing as the product was, however, driving up purchase interest for a deliberately nondescript product always presented a bit of a marketing challenge.
Here Docker’s positions its dress casuals pants line as the little black dress for men in a 30-second spot by Foote, Cone & Belding. It wasn’t the breakout hit Dockers was hoping for: By the end of fiscal year 2002, Dockers only accounted for 26% of Levi Strauss’s total sales.
Levi Strauss's other commercial in Super Bowl XXXVI, "Crazy Legs," promoted Levi's Flyweight jeans.
Dockers would be back in the big game for 2010 with the singalong ad "Men Without Pants" by Foote, Cone descendant DraftFCB.
AGENCY: Foote, Cone & Belding
QUARTER AIRED: Q2