Dockers Launches Global Creative Platform – “Always On”

The Dockers brand has launched a new brand platform “Always On,” a global campaign developed in collaboration with FCB West

The campaign will start appearing this month. The brand says that the Always On creative platform inspires men to be ready for anything. “From landing a first date to nailing a job interview, Dockers helps guys prepare for moments that matter most. The fall/autumn campaign introduces Dockers Smart 360 Flex Khakis – a new collection with innovative four-way flex to stretch horizontally and vertically, delivering maximum comfort.”

“Developed as a long lasting idea, the Always On campaign is set to inspire men, and reinvigorate the Dockers brand by connecting with loyalists and new fans around the world,” said Karen Riley-Grant, Global VP of Marketing for the Dockers brand.

With 30 years of experience, Dockers is obsessed with two things: what guys want and making great khakis. This campaign aims to celebrate the brand’s enduring legacy and the men they have dressed since 1986.

The Dockers brand has been the authority in khaki pants for more than 30 years and continues to be America’s favourite khaki, offering a wide range of apparel and accessories with no compromises in quality. Dockers is a division of Levi Strauss & Co. and available worldwide in 60 countries.

“Not so long ago, Dockers defined the khaki category. FCB West’s collaboration with the amazing Dockers team has led to a strategic and creative platform that will relaunch the brand and once again make Dockers the go-to khaki for modern men,” said Joe Oh, CEO and President, FCB West.

The campaign was shot by FCB West Group Creative Director, Mike Long, and Photographer Matthew Comer. It evokes a sense of undeniable confidence and self-assurance with the underlying wittiness the brand is known for.

Social and digital are central to the campaign and will be the emphasis as it rolls out. The campaign will launch on globally on TV, cinema and digital.