FCB West and Dockers are Ready for Anything in New Campaign

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The new spot is an extension of of the Dockers global creative platform, Always On
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.

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Client

Advertiser: Dockers

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

Production Company

Director: Greg Brunkalla

Director of Photography: Max Goldman

Executive Producer: Jeanne Stawiarski

Line Producer: Christopher Cho

Production Company: SKUNK

Other

Assistant Editors: Lori Arden

Editor: Ben McCambridge

Editorial Company: Cut and Run

Producer: Caylee Banz

Creative Agency

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

FCB West, 10 months ago