US Creative Work of the Week: Dockers take men to the next level of confidence in their khakis

Dockers Always On campaign

The confidence is all in the pants for this week's US Creative Work of the Week. Dockers, with its 'Always On' global campaign, showed that wearing the slacks can give men a boost in all aspects of life, from contract negotiations to help with the ladies.

Developed in collaboration with FCB West, the creative platform inspires men to be ready for anything in their Dockers Smart 360 Flex Khaki. In a 30-second spot, a guy goes to his boss for a raise and uses some sly gamesmanship to land the dough he wanted.

Accompanying print ads use taglines like “Pants that Turn One Night into a Weekend” and “Pants that Show your Boss Who’s Boss,” which are paired with creative to tell a story of a guy ready for anything.

The campaign was shot by FCB West group creative director, Mike Long, along with photographer Matthew Comer, and evokes a sense of confidence and self-assurance with an underlying humor that prompted our readers to vote it the Creative Work of the Week.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

Dockers: Always On by FCB West

Added 05 September 2017
Agency: FCB West
Overall Rating
5/5 Vote

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

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