Dockers Dons A New Lifestyle Image, Logo

Levi Strauss & Co.’s Dockers today breaks the first television spot of its fall “Dress to live” campaign from Foote Cone & Belding, which repositions Dockers as a head-to-toe lifestyle brand rather than just “nice pants,” the client said.

The 30-second spot, “Hello Trolley,” was shot along San Francisco’s Embarcadero waterfront and filmed from both male and female points of view, featuring men’s and women’s clothing.

Created by Interpublic Group’s Foote Cone & Belding San Francisco office, the campaign also introduces Dockers’ new logo: Dockers San Francisco. The company chose the name to reflect what it calls “a feel-good, look-good approach rooted in the essence of San Francisco’s stylish-but-not-stiff way of dressing.”