Dockers Free Pants

Over the years many people from other countries have told me that the problem with Americans is that they’re just not as intelligent as people from their countries and that reflects strongly in American media with over simplified movie plots and television commercials. I beg to differ.

During Super Bowl XLIV halftime on February 7, 2010 between the New Orleans Saints and the Indianapolis Colts the Dockers clothing company ran an extraordinary advertisement that was both stimulating and funny. The Super Bowl is the most watched sporting event in the United States and with companies having to pay up to three million dollars to run a short 30-second ad they had better be clever about how they get their message across.

In the beginning of the ad you see a man walking across a field alone in his briefs. He’s not particularly good looking and thus the average guy like myself can relate. He’s singing at the top of his lungs, “I Wear No Pants!”. The, you see a group of about 20 other men join him singing together. Then, a man’s voice come on and says, “Men, It’s time to wear the pants. Apply for a pair of Dockers Khaki Pants now at Dockers.Com.

I think this ad is absolutely brilliant. When you go to you’re instructed to enter your name and email as they’re giving away “thousands of pairs of free pants”. Dockers is an extremely clever marketing technique. By getting you to sign up for a pair of free khakis they get you in the door (so to speak, this is the Internet after all!) as a new or potential customer to buy other products such as polo shirts. Basically, it’s a win-win situation: You get pants and they have the chance to derive more sales revenues from you in the future. What a cool marketing hook!

Watch the video here and tell us your thoughts about this ad!

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