Dockers Super Bowl Ad

The Dockers Super Bowl ad in 2010 is called "Men Without Pants" and features the song "I Wear No Pants," inspired by The Poxy Boggards. The 30-second commercial is set to air during the second quarter of the Super Bowl XLIV. The Dockers commercial features a group of men in underwear who are marching through a field singing "I Wear No Pants." In the days leading up to the Super Bowl, the Dockers.com website offered a preview of the commercial.http://us.dockers.com/shop/index.jsp?categoryId=4003744&camp=h-giveaway In addition to the Dockers Super Bowl Ad, there will be an interactive smartphone campaign in cooperation with the music recognition application Shazam. Those who use Shazam on their cell phone will be able to "tag" or "Shazamize" the song in the commercial. The cell phone user will then be brought to a page with information about the "I Wear No Pants" song as well as contest to win a pair of free khaki pants.http://eon.businesswire.com/portal/site/eon/permalink/?ndmViewId=news_view&newsId=20100122005248&newsLang=en

The Super Bowl XLIV airs on Sunday, February 7, 2010, on CBS. After the Dockers ad runs during the Super Bowl, the commercial will be shown on TNT, FX, the Discover Channel and Comedy Central. Before the Super Bowl XLIV, the last Dockers commercial to run during the game was in 2002.http://www.mobilemarketer.com/cms/news/advertising/5197.html

Shazam is a music sharing cell phone application that lets people "tag" songs under any condition. For example, if a person is in a noisy crowd and a song is playing, the Shazam application's music recognition program will analyze the song and compare it to their database and come up with a match.http://www.shazam.com/music/web/pages/background.html