Dockers Returns to ‘Nice Pants’




New 3-Spot Campaign Breaks This Week
San FRANCISCO–Dockers is reviving the “Nice pants” theme that was a hit for the Levi Strauss & Co. brand in the 1990s.
Since 1998, the brand has used two other lines: “The durable, authentic khaki” and “One leg at a time.”
New ads from FCB Worldwide, San Francisco, for Dockers stretch pants start this week. One breaks today, with two more to follow.
“The campaign features contemporary styles and situations that are familiar to our target consumers,” said Dockers marketing manager Maureen Griffin. “Each spot has an unexpected twist that conveys a brand message: Wearing these pants will give you confidence and get you noticed.”
In the launch spot, a young man meets his girlfriend’s parents, who are quickly captivated by his Dockers. At dinner, someone runs a foot up his pant leg –but he’s unsure who’s foot it is.
Other spots will also feature twentysomethings in similar comical situations.
FCB creative director Brian Bacino oversaw the campaign. The commercials will air on Fox’s Ally McBeal and The X-Files and other prime-time shows. Ad spending was undisclosed.