Levi Strauss & Co has been in business in the United States since 1853 and began to specials in what we consider modern jeans since the 1920s. The popular Dockers brand of the company has been around only since 1986 and quickly became a leader in the business casual cloths category for men.
Dockers have not made a commercial for the Super Bowl since 2002, but are again entering into the highly publicized, not to mention scrutinized, mania that is the annual Super Bowl Commercial spree. This is quite frankly the biggest push I can recall Dockers making to help solidify their position in the business casual clothing line in a long while.
Certainly they wouldn’t spend the millions of dollars it takes just to get to the Super Bowl Commercial dance if they weren’t looking to boost their sales.
For the 2010 Super Bowl Commercial run the company is to release a commercial entitled “Men Without Pants”. It seems to be about a bunch of guys walking through a field proclaiming they are men who don’t wear pants… Then their singing of this ridiculous anthem is interrupt with a proclamation “Calling all Men – it’s time to Wear the Pants.”
It sounds pretty funny but who is to say how well it will rank with some of the top dogs in the Super Bowl race to be the highest ranked commercial of 2010. Again, it sounds like a solid stroke of marketing that should stick in your mind long after its Super Bowl premier, but only time will tell. Here is a sneak-peak clip just for you – Dockers.
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