Home / Knowledge / News / Apparel/Garments / 'Men Without Pants' makes statement about modern masculinity
'Men Without Pants' makes statement about modern masculinity
Jan '10
The Dockers brand is on a quest to reinvigorate khakis with the Dockers “Wear the Pants” global campaign that includes a 30-second television commercial debuting during CBS's telecast of Super Bowl XLIV on February 7, 2010. The ad, titled “Men Without Pants,” is the brand's first television commercial to appear during the Super Bowl broadcast since 2002.

Debuting on the “manliest” of days on the sports calendar, the commercial continues the rollout of an integrated global brand campaign that launched in December 2009 with a confident yet tongue-in-cheek platform that serves as a call to manhood while encouraging men to Wear the Pants. The global campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man's wardrobe and encompasses broadcast, print, billboard, radio, social media, events and digital components.

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.

“Our campaign is aimed at bringing khakis back into the forefront of the casual pants category,” Jim Calhoun, President, Dockers brand. “The Wear the Pants” campaign has sparked a dynamic discussion around what it means to be a man to today. We're confident our irreverent and humorous delivery of the message will resonate with men who are embracing a 21st century version of masculinity, one in which they can change a tire and a diaper.”

In early 2009, the Dockers brand discovered a number of facts from credible sources that indicate men are facing challenges in modern society -- especially in the areas of education and employment. This information inspired the new “Wear the Pants” campaign. Just this month, new studies and articles have been published that suggest the Dockers campaign has tapped into an emerging societal issue that is rapidly gaining attention among academics and the news media. The latest information includes a study from the Pew Research Center about the rise of wives, a story in The New York Times about men marrying wealthier women and an NPR piece about the Human Male: Still a Work in Progress.

The ad also marks a unique milestone in consumer mobile technology through an innovative partnership with Shazam. Viewers who have Shazam downloaded on their smartphones can tag the spot and enter to win a free pair of khakis, instantly purchase the original “I Wear No Pants” song by The Poxy Boggards, read about the “Wear the Pants” campaign and more. The khaki giveaway runs from February 7 – 15, 2010.

Afterits debut, the ad will continue to run throughout 2010 on a variety of shows and networks including NBA on TNT, FX, Comedy Central and the Discovery Channel. The spot will also be viewable on dockers.com immediately following the Super Bowl debut.

Must ReadView All

Textiles | On 22nd Jun 2017

Zund unveils cradle feeder roll-feed system for fabrics

Zund Systemtechnik AG, Switzerland’s textile machinery firm that...

Textiles | On 22nd Jun 2017

Hpfabrics opening production facility in Forsyth County

Hpfabrics, manufacturer of raw fabrics, is opening a new production...

Courtesy: Napapijri

Apparel/Garments | On 22nd Jun 2017

Napapijri's Superlight Parka is free of fur and down

Napapijri has introduced the new Superlight Parka, a new lightweight...

Interviews View All

Hannah Lane

Encouragement from brands will motivate supply chains to become more...

Sachin Sharma
Gem Enviro Management Pvt Ltd

There are no significant differences between virgin yarn and PET recycled...

Deepak Jain

We are using Facebook and Instagram to promote ourselves

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


news category

Related Categories:
June 2017

June 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search