Dad Pants

I was a part of the original strategy and helped develop the pitch which won the Dockers business. They were coming out with their new Alpha khakis, and looking to change the perspective that permeated the fashion culture...that khaki pants were often labeled as 'dad pants'. They existed for men who had given up on looking good, prioritizing simplicity and comfort.

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The inspiration for our pitch came from a Tumblr page, 'Dads Are The Original Hipsters', and so we built a campaign that celebrated how cool and great dads are, regardless of their poor sense of fashion. They were not always as lame as they may seem, and if we could just update their sense of fashion with some new, sleek khakis that maybe their kids would be able to see it, too. This eventually grew into a multi-year campaign which evolved, and as a result of the positive feedback, resulted in multiple super bowl commercials.