Wear the Pants, commands Dockers

New Docker’s ad calls on men to “Wear the Pants”:

“Once upon a time, Men Wore the Pants. And Wore them Well. Women rarely had to open doors and little old ladies never had to cross the street alone. And Men took charge because that’s what they did. But somewhere along the way, the world decided it no longer needed Men…

Men were stripped of their khaki’s and left stranded on the road between boyhood and androgyny. But today, there are questions our genderless society has no answers for. The world sits idly by as cities crumble, and cities misbehave and little old ladies remain on one side of the street. For the first time since bad guys, we need Heroes. We need Grown-ups. We need men to put down the plastic fork, step away from the salad bar and untie the world from the tracks of complacency. It’s time to get your hands dirty. It’s time to answer the call of manhood. It’s time to WEAR THE PANTS.”

Dockers endorses traditional values? How much can we read into this?

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2 thoughts on “Wear the Pants, commands Dockers

  1. John says:

    they also seem to be endorsing traditional gender roles as well. but i think that fits with tlr’s mission as well.

  2. Esther says:

    Dockers also sells high-quality pants, more modest than any skirts and very appropriate to wear in offices with business casual dress codes, to women.

    “they also seem to be endorsing traditional gender roles as well. but i think that fits with tlr’s mission as well.”

    TLR’s mission includes lots of women who go to college. Going to college and staying a virgin for years after she moves out of her father’s house is less of a traditional gender role for a woman than learning housewifery from her mother, waiting for her father to arrange her marriage, and losing her virginity as soon as her husband moves her out of her father’s house is.

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