Wear the Pants

Dockers has started a new campaign to make khakis popular again. They are trying to take khakis away from the pencil-pushing cubicle stereotype they have gotten and rebrand the pants as a masculine garment appropriate for all different occasions. The campaign is text driven and uses copy that shows the manliness of the pants. Credit: The campaign was developed at DraftFCB, San Fancisco, by copywriter Desmond LaVelle, art directors Julie Scelzo and Dana Johnston. “Face It You’re A Man” was written by freelance copywriter Dimitri Ehrlich. The online ads were produced by Razorfish. Typography and design was by Craig Ward and Julian Quale and Am I Collective. Photography was by Kevin O’Brien.