Men will always be men, as we saw. But Dockers is saying that real men are on the verge of extinction, or they are already vanished. This new print campaign for Dockers banks on the very concept of manliness.
The copy-oriented campaign, developed by DraftFCB, presents a âhistoryâ of the lost manliness and how the masculinity was stripped off somewhere along the way. The campaign urges men to âwear the pants(Dockers)- and, be true men.
The fairly long copy rejects the notion of gender equality, though in an indirect way. This cleverly written copy projects the traditional notion of male sovereignty.
The campaign screams that long ago, little old ladies never crossed the street alone. Men took charge because thatâs what they did. But somewhere along the way the campaign says; the men left stranded on the road between boyhood and androgyny. So, this dockers campaign says that real men are needed in this present world, where children misbehave and those little old ladies remain on one side of the street.
If wearing pants will make real men, then well, let it be so.
Via; Adrants
