RTO+P, Sarah Harbaugh Seek to ‘Stop Dad Pants’ for Dockers

By Erik Oster 

Red Tettemer O’Connell + Partners has a new campaign for Dockers centered around a call to “Stop Dad Pants.”

The new campaign, launched in anticipation of Father’s Day, includes two new spots — “Stop Dad Pants” and “Locker Room” — approaching the dad pants dilemma from different perspectives. In “Stop Dad Pants,” Sarah Harbaugh (wife of San Francisco 49ers head coach Jim Harbaugh, who also appears in the ad) offers a PSA-style plea to men everywhere to end the “shapeless, pleated tragedy that too many men find themselves in every day.” Sarah shares that she understands the issue, as Jim was afflicted by dad pants for years. The second half of the spot deals with how Dockers has the dad pants antidote. “Locker Room” features a similarly tongue-in-cheek, dad-humor driven motivational speech from former NFL coach Jon Gruden, who implores men to “make this dad thing look good.” Both spots end by directing viewers to Dockers.com/StopDadPants.

The campaign also features a social component, built around the #StopDadPants hashtag. Dockers fans who use the hashtag on Twitter or Instagram accompanied by photos of themselves in Dockers will be entered for a chance to win a trip to San Francisco and a pair of tickets to a 49ers game at Levi’s Stadium. Stick around for credits after the jump.


Chief Creative Officer: Steve Red

Executive Creative Director: Steve O’Connell

Group Creative Director: Ryan Scott

Creative Director: Todd Taylor

Web Copywriter: Mark Garman

Producer: Joe Mosca

Interactive CD: Derek Little

Interactive Designer: Hannah Dillon

Tech Lead: Aaron Grando

Developers: Bryan King, Ed Taylor

Digital Strategy: Uri Weingarten, Catie Borzillo, Josh Sirulnik

Social Strategy: Annie Heckenberger, Jenny Shaab

Account Team: Perry Morris, Jacqui Abel

Production Company: Chirp

Director: Seth Townsend

Director of Photography: Cliff Traiman

Executive Producer: John Malina

Line Producer: Breigh Kenley

Editing House: Red Alert

Editor: Bryan McGee