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.

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