Dockers Tries to Revive Khakis, Masculinity

By Kiran Aditham 

Because nothing says pure testosterone like a pair of khakis, Dockers is trying to make a comeback and recapture our manhood in the process with a new global campaign featuring the tagline, “Wear the Pants.”

Draftfcb San Fran is responsible for this new effort, which includes the laughable “Khaki Diem” banner above as well as digital, radio, billboard and a TV spot to air during the Super Bowl–the first Big Game ad for the brand since 2002. While Dockers has been going the sensitive route in ads like this one from a few years ago, it looks like the brand is reverting to its target market of dude bros who made those late 80s/early 90s spots popular. Here’s a spoof below incase you need a refresher.


Citing facts about modern-day masculinity decline such as testosterone levels dropping 1.2% per year, or about 17% overall between 1987 and 2004 and that 58.9% of all graduate students in fall 2008 were women, Dockers looks to be reaching those men who can change “a tire AND a diaper” and sport tan cotton pants unabashedly while doing so.

More: “American Apparel Uses (GASP!) Nudity to Sell Clothing