Home / Knowledge / News / Apparel/Garments / 'Men Without Pants' makes statement about modern masculinity
'Men Without Pants' makes statement about modern masculinity
23
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

Apparel/Garments | On 23rd Sep 2017

AAFA urges negotiators to preserve TPLs in NAFTA

The American Apparel & Footwear Association (AAFA), an alliance of...

Textiles | On 23rd Sep 2017

SIMA urges Centre to re-look duty drawback rates

he Southern India Mills’ Association (SIMA) has appealed to the...

Textiles | On 23rd Sep 2017

PKR 690.65-mn budget for Pakistan Cotton Committee

The Pakistan Central Cotton Committee (PCCC) recently approved a PKR...

Interviews View All

Janak Dhamanwala & Sunil Dhamanwala
Jansun

Moving towards sustainability is also a social change

Karin Ekberg
Leadership & Sustainability

Sustainable models are beneficial for brands, retailers and manufacturers

Representatives
Textile & apparel industry

GST is a complicated and lengthy process

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

September 2017

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

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


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