December 10, 2009 by Stacy McDonald
Wear the Pants!
Here’s an interesting ad from Dockers. I have to say I was more than a little shocked (in a good way)…
I’m sure they’ll be catching a lot of flack by feminists (and probably homosexuals) for this ad, so I would encourage you to write to Levis here dockersmediainquiries@levi.com to congratulate them for their bold and right-on statements.
Let them know there are a lot of moms out there with a LOT of children who need good blue jeans, and who are very, very happy with their Man-ifesto. I pray this message is shouted from the rooftops…and laptops!
Someone will inevitably point out that this is probably some sort of marketing gimic – Levis doesn’t really mean it. After all, they are/were one of the big promoters of civil unions etc. Surely, this is just a ploy to get in the good graces of families etc. But, I say, so what?
Even if that is true, and Levis is just saying what they think we want to hear, who cares what their motives are? If they’re speaking the truth, I’ll be the first to applaud. I want to see God and His ways promoted and glorified all around me, whether or not I know the proclaimers are “sincere.”
In Philippians, Paul talks about Christ being preached from all sorts of selfish motives, yet he rejoices that Christ is preached – whether in pretense or in truth:
“Some indeed preach Christ even from envy and strife, and some also from goodwill: The former preach Christ from selfish ambition, not sincerely, supposing to add affliction to my chains; but the latter out of love, knowing that I am appointed for the defense of the gospel. What then? Only that in every way, whether in pretense or in truth, Christ is preached; and in this I rejoice, yes, and will rejoice.” (Philippians 1:15-18)
And, yes, it is true that we are not talking about Christ being preached here; we are talking about a company espousing godly values – values that are very politically incorrect in today’s society. But God’s ways are being promoted; and, whether or not it is from a Christian source, or from completely pure motives, I will rejoice.
So, this wife and mother says, “You go Dockers!”
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24 Responses to “Wear the Pants!”
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I'm not sure if they really mean the message in this ad or not either, but I like it anyway. How true it is and wouldn't the world be a little gentler place if we recaptured some of those old-fashioned values? I can't wait to see what kind of backlash Levis gets from this one, though.
I never thought I would say this, but, I am so disappointed that I am done my Christmas shopping! This makes me want to go out and buy Dockers for my husband for Christmas!
Also, if you go to their web site and click on customer service you can email them. I made sure to email and tell them that I thought the message was perfect and that, as a woman, I really appreciated it.
Thanks for pointing this wonderful advertisement out.
(And no, I don't work for them! I stay home caring for my family.)
I love it!!!
It’s a shame some think women are empowered by weakening men. Women have already been given power by God: Eve, Deborah, and Elizabeth are just a few who were powerful, take charge women when God commanded it, but who were also totally feminine. The very first feminists were wives and mothers who wore their hair long, their dresses modest and their legs covered.
You’ll probably be gratified to know men still hold open the door for me, plenty of times; ladies do the same for others when necessary. No one I know has ever given it a moment’s thought.
Oh my gosh dearheart! I'm so happy to see this. I'm so thrilled that you pointed out this campaign *and* that you provided a means for us to give feedback to Levi. I sent along my compliments to them and I'd like to also compliment you for providing a place for inspiration and encouragement for traditional, "old fashioned" women like myself!
WOW, either they changed their main ad 'person' or it's marketing ploy, but as you said….who cares? Maybe someone out there will really 'get it' that may have never thought about such issues before?
Denise
Wow! I loved this and have just shared this with my husband, who thinks that even if the ad is just a clever marketing tactic, it speaks the truth in volumes! Bring back the REAL men! Hoorah!
Thank you, Stacy for sharing this ad campaign. I appreciate the link for sharing feedback with them. If enough response (positive) is received…maybe they will continue producing similar ads – in spite of the hostility from other groups they may recieve. I sent a letter to them just now and encouraged them to continue to "Wear the Pants" as a company with a rich history to continue making these bold – but true – statements!
~Blessings~
This ad definitely made me smile. However, I think it was mostly intended as humor, was it not? For that reason, I doubt that feminists will be much bothered by it, unless said feminists lack a sense of humor, which is entirely possible. Whatever the case, I like it.
Ok, this might be dumb but I bought a pair of Dockers (from their website) the other day JUST BECAUSE of this ad. I almost hate to admit how easily I fell for their marketing, but I'm with the rest of you – I thought it was clever AND right on. :-)
Jennifer, your comments are interesting, but please don't put a gloss of feminism on wives and mothers – I think you might mean "feminine ones" – feminists are something altogether "else"
Way to go, Dockers!
Thanks Susan. Pardon, I wasn't putting a gloss on wives/mothers by calling them feminists, but pointing out that the first feminists were themselves wives and mothers. And feminine.
Personally, I found that advertisement to be dripping with sarcasm. I think that their lack of sincerity is a huge issue – the whole thing seems very tongue in cheek.
That is amazing!
Looks like the feminists are mad…
http://www.bostonherald.com/entertainment/lifestyle/view/20091210sexist_dockers_ad_leaves_us_hemming_and_hawing/srvc=home&position=also
Thank you so much for posting this. I just sent an e-mail to encourage Dockers for their call to manhood, however it was intended.
I checked out the feminist response at the link you provided. It was certainly what one expects from them, but it was sickening notheless. Father, have mercy on us all.
You've gotta be kidding. Misogyny?? I'm glad at LEAST the first page of response comments to that article was full of "What? Are you joking? A tongue and cheek ad is sexist? Would you please write about something serious???" type comments. And my personal favorite: "Next someone will be complaining the ad's racist because there are no black pants."
I didn't like this ad as much as most….I think it was not their real philosophy, because, if it is, then why is their website so full of politically correct jargon?
I went to their website right away and they still offer full medical benefits to "domestic partners" of homosexual employees.
I will not be going out and buying Levis anytime soon. I read extensively on their website and their philosophies and ethics are the same political rhetoric they always were. I will NOT applaud this company for trying to pull the wool over the eyes of consumers.
Just my feelings on the matter.
I saw this ad, too, and really appreciated it!
I agree that it is probably all about advertising and has little to do with the real feelings of the company.
That being said, I think it says something about how attitudes are changing, ever-so-slowly. Levi's would never be saying stuff like this if they didn't think it would sell.
Let the feminists be enraged…
I really like that ad!!
I liked this a lot, but the only downside is, when you click on their women's clothing selection they are selling pants!
Lacey – it's not about their taste in clothing styles; to me, the encouragement came from the fact that they are "getting" that the conservative, biblical ideal of men being responsible, masculine, servant-leaders is worth advertising.