With 30 years of experience, Dockers® is obsessed with two things: what guys want and making great khakis. This campaign aims to celebrate the brand’s enduring legacy and the men they have dressed since 1986.
“Not so long ago, Dockers® defined the khaki category. FCB West’s collaboration with the amazing Dockers® team has led to a strategic and creative platform that will relaunch the brand and – with great new products – once again make Dockers® the go-to khaki for modern men,” said Joe Oh, CEO and President, FCB West.
The campaign was shot by FCB West Group Creative Director, Mike Long, and Photographer Matthew Comer. It evokes a sense of undeniable confidence and self-assurance with the underlying wittiness the brand is known for.
Social and digital are central to the campaign and will be the emphasis as it rolls out. The campaign will launch on TV, cinema and digital, globally.
About the Dockers® brand:
The Dockers® brand has been the authority in khaki pants for more than 30 years and continues to be America’s favorite khaki, offering a wide range of apparel and accessories with no compromises in quality. Dockers® is a division of Levi Strauss & Co. and available worldwide in 60 countries.
About FCB Global & FCB West With a legacy spanning over 90 years in San Francisco, FCB West has helped build some of the world's most iconic brands for blue-chip clients like Levi's, Clorox, Smokey Bear and Ghirardelli.