FCB West and Dockers are Ready for Anything in New Campaign
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.” from FCB West. 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.
Check out the ad below:
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.
Chief Marketing Officer: Jen Sey
Post Production / VFX
Colourist: Ayumi Ashley
Flame: Gavin Miljkovich
Music Artist: Beta Petrol
Post Production: Mission Film and Design
Producer: Matthew Notaro, Nick Castillo
Sound: Joel Raabe
Director: Greg Brunkalla
Director of Photography: Max Goldman
Executive Producer: Jeanne Stawiarski
Line Producer: Christopher Cho
Production Company: SKUNK
Assistant Editors: Lori Arden
Editor: Ben McCambridge
Editorial Company: Cut and Run
Producer: Caylee Banz
Account Supervisor: Rachel Magerman
Associate Producer: Lauriann LaMoreaux
Chief Creative Officer: Karin Onsager-Birch
Chief Strategy Officer: Simon White
Creative Agency: FCB West
Director of Business Affairs: Mary Marhula
Director of Strategy: Ryan Riley
Executive Creative Director: Justin Moore
Head of Copy: Colin Mitchell
Senior Art Director: Drew Meiser
Senior Broadcast Producer: Charlotte McConnell