The digital campaign: “Wear the Pants.”

The big idea: To bring “manly” back to the world of khakis and dress pants. Dockers sales were severely hurting from years of making khakis classy, so we decided to roll up our sleeves and work on targeting the working man.

This is a blog post I wrote for a Dockers brand ambassador’s blog that features the “Man Libs” app.

The Copy

How to Tell Dad You Love Him Without an Awkward Hug

Fathers’ Day is coming up. It’s not that you don’t care, it’s just that you don’t want to send another fluffy card that says nothing about the reasons you are thankful for your old man. Your first sip of beer. Your camping trips together. And the time he taught you how to, well, um, insert your own mischievous dad story here.

There’s so much to tell dad. If words are failing you this year, don’t worry, Dockers has done the dirty work for you. Enter “Man Libs.” Dockers put a spit shine on the old classic Mad Libs game. Just add a few snarky adjectives and nouns. And, poof! Out comes a convoluted and perplexing message that only a man could understand. Perfect. I couldn’t have wrote it better myself. In fact, I did. Read my Hallmark-of-a-Fathers’-Day message below, then give it a whirl yourself.