by Stephen Garner

dockers The Dockers Brand has launched its new brand platform “Always On,” a global campaign developed in collaboration with ad agency FCB West. The campaign will appear globally beginning this month.

The “Always On” creative platform inspires men to be ready for anything – from landing a first date to nailing a coveted job interview. The fall campaign introduces Dockers Smart 360 Flex Khaki – a new collection of khakis constructed with innovative 4-way flex to stretch both horizontally and vertically, delivering maximum comfort.

The campaign was shot by FCB West Group creative director Mike Long along with photographer Matthew Comer and evokes a sense of undeniable confidence and self-assurance with an underlying wittiness the brand has been known and loved for. Taglines including “Pants that Turn One Night into a Weekend” and “Pants that Show your Boss Who’s Boss” are paired with creative to tell a story of a guy ready for anything.

dockers “Developed as a long lasting idea, ‘Always On’ connects with our consumers on an emotional level, rebuilding our relationship with him and asserting our leadership in a crowded category,” said Karen Riley-Grant, Global VP of Marketing for the Dockers brand. “The ‘Always On’ campaign is set to inspire men, and reinvigorate the Dockers brand by connecting with loyalists and new fans around the world.”

“Not so long ago, Dockers defined the khaki category,” added Joe Oh, president and CEO of FCB West. “FCB West’s collaboration with the amazing Dockers team has led to a strategic and creative platform that will relaunch the brand and – with great new products – once again make Dockers the go-to khaki for modern men.”