Dockers, in attempt to prove that they’re more than just a Casual Friday staple, is pulling out all the stops in its Super Bowl ad this year, it’s first SB ad since 2002. The spot will include the ability for viewers to interact with the ad via the smart phone app Shazam. Viewers with the app — which identifies songs and musicians by opening the app while holding your phone up to the radio or other music source — can use it to “tag” the Dockers spot while they’re watching it, which transports viewers to a mobile web page where they can learn more about the Dockers campaign and listen to/purchase music.
The spot will be an extension of the company’s “Wear the Pants” campaign (ad above) which launched in 2009 and implores men to embrace their masculinity and calls for a return to the manly codes of yesterday. According to ADWEEK, “The ad shows childish men marching and singing: “I Wear No Pants.” The men are interrupted with a message: “Calling all men, it’s time to wear the pants.”