We Need More Real Men - Dockers Ad Campaign

MANIFESTO

Once upon a time, men wore the pants, and wore them well. Women rarely had to open doors and little old ladies never crossed the street alone. Men took charge because that’s what they did. But somewhere along the way, the world decided it no longer needed men. Disco by disco, latte by foamy latte, men were stripped of their khakis and left stranded on the road between boyhood and androgyny. But today, there are questions our genderless society has no answer for. The world sits idly by as cities crumble, children misbehave and those little old ladies remain on one side of the street. For the first time since bad guys, we need heroes. We need grown-ups. We need men to put down the plastic fork, step away from the salad bar and unite the world from the tracks of complacency. It’s time to get your hands dirty. It’s time to answer the call of manhood. It’s time to wear the pants.

First the ad / marketing campaign is brilliant. Roughly 80% of people are responding with the greatest enthusiasm, both men and women. The article can be found here at WalletPop.

Read all the comments for that article, they were very interesting. I think Dockers is doing what most corporations are afraid to do, and that is to represent the majority. Corporations are tricked into believing just like any of us can be to be politically correct, so often they pander to the lowest common denominator, lest they offend a minority and face a total media onslought which will demonize the company itself, effecting the bottom line.

Dockers Ad Campaign for Real Men

What Dockers did, is extremely brave of them, and really a brakethrough (considering todays society) and guess what the response of the consumer is incredibly in their favor which hopefully (and I hope) will sell many pants for them.

Visit their website, www.dockers.com and read their “Manifesto” spend some time around on their website, a few minutes - that will also give them a great response when they analyze their web traffic.

I’m on my way to buy some Dockers!