(EMAILWIRE.COM, February 04, 2002 ) During the second quarter of Super Bowl XXXVI with a commercial entitled, "Little Black Dress," the Dockers(R) brand officially launched Dockers Dress Casuals, its newest version of Nice Pants(TM). The :30 spot, directed by Christopher Guest, and featuring Don Lake of the new NBC show, "Watching Ellie," combines Guest's signature comedic ad-lib style and a unique choice of wardrobe to tout Dockers new line of pants as "men's answer to the little black dress."

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

"With Dockers Dress Casuals, we are continuing the momentum we have been experiencing with the Dockers Mobile(TM) Pant," said Maureen Griffin, Director of Marketing for the Dockers brand. Like the Mobile Pant, Dockers Dress Casuals adds excitement to the men's category and gives men another reason to buy a pair of "Nice Pants."

The "Little Black Dress" commercial 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 - little black dresses. The spot continues the brand's highly successful 'Nice Pants(TM)' campaign theme, highlighting scenarios where men get noticed for their confidence and style.

Credits

Art Director: Eric Rindal - Foote, Cone & Belding, San Francisco

Copywriter: Brian Baccino - Foote, Cone & Belding, San Francisco

Agency Producer: Steve Neely - Foote, Cone & Belding, San Francisco

Production Company: Moxie

Editor: David Brixton - The Whitehouse

Actors:
Don Lake - Abrams Artisits
Joel McHale - AKA
Christopher Moynihan - Omnipop Inc.
Karen Grosso - AKA
Chopper Bernet - STARS, The Agency


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 Mobile Pant designed with hidden storage pockets for mobile technology devices. TIME Magazine recognized the Mobile Pant 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 part of the Levi Strauss & Co. portfolio of brands, but is separate from the Levi's(R) brand. Therefore, any reference to Dockers as "Levi's Dockers" is incorrect.

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Produced for Dockers

Contact:

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

Amy Gemellaro
(415) 501-6178

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


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