Dockers says to change the world, you don’t need a suit
Dockers recently launched its latest campaign for Europe along with the message, “To change the world, you don’t need a suit!” Launched this month, #YouDontNeedASuit promotes the brand‘s Smart Series line by encouraging consumers to be their best self with the products—which boast of four-way stretch technology for maximum comfort, and that are made for entrepreneurs, activists and adventurers alike—basically anyone who is ready to disrupt the status quo.
Joan Calabia, the Brand Marketing Director of Dockers Europe, said that the brand’s purpose is to give you the confidence to be your best self, and to do that, you do not need uniforms. Having already done this through the Casual Friday movement back in the ’90s, the brand is finally bringing back the tone of disruption and humour that has always been part of its communication history.
Shot in Bulgaria, the ad spot brings the conflict between traditional and modern to life. The young entrepreneur in the video wrestles with a suit (handled by puppeteers) whilst getting ready for work in the morning. He takes a few hits before managing to throw the suit out the window, a possible hint by the brand for entrepreneurs to throw their suits out the window too.
“Dockers Smart 360 Flex enables you to have that physical and emotional confidence to take on any challenge by being comfortable in your own skin,” Joan added.
“Our message is that today, for the millennial generation the world is full of opportunities if you have that ‘entrepreneurial’ mindset, whilst the suit represents the establishment.”
Since creating the khaki category in 1986, Dockers has worked toward redefining the traditional workplace dress code. The #YouDontNeedASuit campaign, like its “Ready for It” campaign, also released last month, inspires you to go after your goals, but dressed as yourself.