'Men Without Pants' makes statement about modern masculinity

23 Jan '10

4 min read

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.

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