Dockers' New Campaign Aims to Keep Modern Men 'Always On'

Dockers and FCB West are revealing the second phase of its global brand platform, “Always On.”

Modern men are faced with a unique set of daily challenges, requiring them to always be ready for whatever life throws their way.

Dockers can help prepare them for any situation—whether it’s getting to work on time, or getting an airline upgrade on the fly.

The launch includes a mix of TV and digital, a fully integrated campaign leveraging insight from search behaviour to answering real questions, in a tongue-in-cheek way. Dockers’ offbeat, light-hearted approach to men’s fashion will surprise, and entertain.