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Ready For It

basics
Industry: Apparel, Clothing & Footwear
Media:TV & Cinema
Style: Minimalism
descriptioncnen
DOCKERS® INTRODUCES NEW CAMPAIGN FOR FALL 2019 FEATURING ITS INNOVATIVE SMART 360 FLEX™ PRODUCT

SAN FRANCISCO, CA (September 5, 2019) – If you’re wearing Dockers®, you’ll be ready for the next big thing, including obstacles and the unexpected. That is what the brand promises via their latest media campaign, “Ready For It.” Featuring a smartly dressed, city-goer’s sprint through busy streets in a race to beat a parking meter, the spot highlights the stretch and comfort of Dockers® Smart 360 Flex™ product innovations.

An extension of the Dockers® global creative platform, Always On, this new campaign marks the latest evolution of the brand. Self-described as “down to earth, witty and unpretentious,” Dockers® maintains their title as khaki category leader by keeping guys ready for everything.

Innovating for fabric technology and fit, Dockers® has expanded beyond their roots in the workplace. Unexpected levels of product performance and recovery are what makes the brand a go-to. It’s been over 30 years since Dockers® paved the way for the khaki category and defined Casual Friday. Today, the brand, like the modern workplace, has evolved far beyond the office. Dockers® offers strong, smart product options for occasions where confidence and presentation matter. Whether dressing for comfort or style, Dockers® has the head-to-toe solutions he’s looking for.

“We recognize the modernized style needs of today’s guys,” says Senior Director of Marketing, Lauren Johnson. “It’s less about what to wear at the office and more about a total lifestyle choice. At work and beyond, we strive to understand all of the moments that matter. We are the brand that enables him to be his best self…confident and ready for whatever comes his way.”

Concepted and produced by FCB, a creative agency based in San Francisco, the campaign was shot in Mexico City, where the hustle and bustle provided the ideal setting to show off the stretch and comfort of both the Alpha Icon Long Sleeve shirt and the tapered Alpha Chino – a complete Smart 360 Flex™ fit.

The campaign will officially launch September 5th 2019 – be on the lookout on connected TVs, digital and social media.
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Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Art Director:
Account Supervisor:
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Director:
Director of Photography:
Editing:
Music:
Post Production:
Other credit:CMO: Jen Sey
VP, Levi’s Global Brand Marketing: Chris Jackman
Sr. Director, Dockers Brand Marketing: Lauren Johnson
Director, Global Marketing Operations: Michele Essayan
Head of Copy: Colin Mitchell
Chief Strategy Officer: Simon White
Director of Strategy: Ryan Riley
SVP, Group Management Director: Arlene Bae
VP, Head of Integrated Production: Elizabeth Morse
Senior Broadcast & Content Producer: Charlotte McConnell
Associate Producer: Lauriann LaMoreaux
Director of Business Affairs: Mary Marhula
Executive Producer: Jeanne Stawiarski
Line Producer: Christopher Cho
Assist Editor: Lori Arden
Colorist: Ayumi Ashley
Online/Flame: Gavin Miljkovich
Sound engineer: Joel Raabe
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