Bear Grylls Still Wearing the Pants, at Least in Dockers Ads | Adweek Bear Grylls Still Wearing the Pants, at Least in Dockers Ads | Adweek
Advertisement

Bear Grylls Still Wearing the Pants, at Least in Dockers Ads Fired Discovery star in new campaign

Discovery Channel reportedly terminated its relationship with Bear Grylls this week over a contractual dispute—which would seem to be unfortunate timing for Dockers, which is in the midst of rolling out a new ad campaign starring the Man vs. Wild outdoorsman. Check out the new spot below from Macula Films. Dockers is surely freaking out a little bit, although perhaps it's not the worst news in the world for the brand. The rebellious streak that apparently led to his firing by Discovery—he reportedly refused to participate in two unannounced projects he was contracted for—actually reinforces Dockers' now three-year-old "Wear the pants" positioning. (He just won't be wearing those pants in front of the 1 million-plus viewers who had tuned into Man vs. Wild each week.) Grylls, last seen draping men in meat ponchos for Degree Adrenaline deodorant, brings an unpredictability to any role—in signing him up, Dockers had to be prepared for this. Check out a print ad from the campaign after the jump.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS

Advertisement