RTO+P's Public Service Announcement on a Serious Condition: Dad Pants
Rallying around a call to “Stop Dad Pants,” indie creative agency Red Tettemer O'Connell + Partners (RTO+P) has created a new campaign for Dockers launching today – just in time for Father’s Day. The two spots – “Stop Dad Pants” and “Locker Room” – will be featured on Dockers.com/StopDadPants and supported with a digital media buy plus regional cable TV, cinema and radio.
“Stop Dad Pants”: A PSA-style video featuring Sarah Harbaugh, wife of professional football coach, Jim Harbaugh. “Stop Dad Pants” addresses a serious condition affecting countless American men: Dad Pants, acutely identified by shapeless, billowing pants that transform casual wear into casualties.
Sarah Harbaugh has been a vocal advocate of stylish khakis for years, publicly protesting her husband Jim’s bad pants. In this new spot, she makes an impassioned plea to men, and the women in their lives, to join the movement and #StopDadPants.
Now rehabilitated from the affliction, Jim Harbaugh also appears in the spot, showing off his transformation in new, well-fitting Dockers that surprise even the couple’s children.
“Locker Room”: This Father’s Day spot features former professional football coach Jon Gruden as he delivers a rousing locker room speech to dads everywhere. In the speech, he alludes to the pains and gains of fatherhood, from exhaustion, to confusion, to getting caught sporting Dad Pants. Gruden encourages dads to “make this whole dad thing look good” with new, streamlined Dockers designs.
The spots will be shared through the brand’s social channels and include an accompanying hashtag campaign, #StopDadPants. Consumers that help stop Dad Pants by sharing photos of themselves in stylish pants on Twitter and Instagram from June 11 through July, tagged #StopDadPants, will be entered for a chance to win a trip to San Francisco and a pair of tickets to a game at Levi's Stadium.
Credits:
Locker Room:
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Group Creative Director: Ryan Scott
Creative Director: Todd Taylor
Producer: Joe Mosca
Senior Writer: Mark Garman
Interactive CD: Derek Little
Interactive Designer: Hannah Dillon
Tech Lead: Aaron Grando
Developers: Bryan King, Ed Taylor
Digital Strategy: Uri Weingarten, Catie Borzillo, Josh Sirulnik
Social Strategy: Annie Heckenberger, Jenny Shaab
Account Team: Perry Morris , Jacqui Abel
Production Company:Chirp
Director: Seth Townsend
Director of Photography: Mark Lindsay
Executive producer: John Malina
Line Producer: Breigh Kenley
Editing House:Red Alert
Editor: Vic Carreno
Stop Dad Pants:
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Group Creative Director: Ryan Scott
Creative DIrector: Todd Taylor
Web Copywriter: Mark Garman
Producer: Joe Mosca
Interactive CD: Derek Little
Interactive Designer: Hannah Dillon
Tech Lead: Aaron Grando
Developers: Bryan King, Ed Taylor
Digital Strategy: Uri Weingarten, Catie Borzillo, Josh Sirulnik
Social Strategy: Annie Heckenberger, Jenny Shaab
Account Team: Perry Morris, Jacqui Abel
Production Company: Chirp
Director: Seth Townsend
Director of Photography: Cliff Traiman
Executive producer: John Malina
Line Producer: Breigh Kenley
Editing House: Red Alert
Editor: Bryan McGee
