(EMAILWIRE.COM, January 31, 2002 ) The Dockers® brand has announced that it is entering the "Big Game" advertising mix for the first time in the brand's history with a new commercial directed by Christopher Guest of Moxie Pictures. The :30 ad which debuts during the second quarter of Super Bowl XXXVI, takes place in a country club setting where all the men are conspicuously dressed in attire that usually serves as a trusty wardrobe stand-by for women. Utilizing Guest's signature ad-lib style and a talented cast of improvisational actors, including Don Lake of NBC's "Watching Ellie," Dockers® promises an entertaining spot to introduce its new line and mark its first time entry in the Super Bowl. Full details on the ad and Dockers® new line will not be released until the commercial airs.

"We have been experiencing some great momentum with the successful introduction of the Dockers® Mobile Pant in 2001 and we think the Super Bowl, with its 80 million plus audience, is the perfect venue to unveil our newest line to the public," said Maureen Griffin, Director of Consumer Marketing for the Dockers® brand. "With a little help from Christopher Guest, we have come up with a fun and entertaining piece of creative that we are sure will catch the attention of the Super Bowl audience."

Christopher Guest is acclaimed for his work on such movies as "Best in Show," "This is Spinal Tap" and "Waiting for Guffman."

"Our job was to come up with a 'different' commercial for a new and different line by Dockers® and I think we have done just that," said Brian Bacino, Group Creative Director at Foote, Cone & Belding, San Francisco, the agency that created the ad. "This commercial will broaden people's perception of Dockers®. In a nutshell, 'Nice Pants' takes on a whole new meaning."

About Dockers®

First introduced in 1986 to fill the void between jeans and dress pants, Dockers® has expanded from a line of men's casual pants to an ensemble brand featuring complete collections of tops, pants, shoes, belts, outerwear and hosiery for men and women. In fall 2001, Dockers® introduced the MobileTM Pant designed with hidden storage pockets for mobile technology devices. TIME Magazine recognized the Mobile PantTM as one of "The Best Inventions of 2001" in its November 19, 2001 issue.

For information on Dockers® call 1-800-DOCKERS or visit the Dockers® Web site at www.dockers.com. The Dockers® brand is separate from the Levi's® brand. Therefore, any reference to Dockers® as "Levi's Dockers®" is incorrect.

---------------

Produced for Levi Strauss & Co

Contact:

John Ordoña
(415) 501-7568
jordona@levi.com

Amy Gemellaro
(415) 501-6178

---------------

Contact Information:
Levi Strauss & Co
Joseph Nchor
Tel:
Email us


This is a press release. Press release distribution and press release services by EmailWire.Com: http://www.emailwire.com/us-press-release-distribution.php.