/// Bear Grylls Still Wearing the Pants, at Least in Dockers Ads

March 13, 2012  |  Media Week

Discovery Channel reportedly terminated its relationship with Bear Grylls this week over a contractual dispute—which would seem to be unfortunate timing for Dockers, which is in the midst of rolling out a new ad campaign starring the Man vs. Wild outdoorsman. Check out the new spot below from Macula Films. Dockers is surely freaking out a little bit, although perhaps it's not the worst news in the world for the brand. The rebellious streak that apparently led to his firing by Discovery—he reportedly refused to participate in two unannounced projects he was contracted for—actually reinforces Dockers' now three-year-old “Wear the pants” positioning. (He just won't be wearing those pants in front of the 1 million-plus viewers who had tuned into Man vs. Wild each week.) Grylls, last seen draping men in meat ponchos for Degree Adrenaline deodorant, brings an unpredictability to any role—in signing him up, Dockers had to be prepared for this. Check out a print ad from the campaign after the jump.

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Bear Grylls Still Wearing the Pants, at Least in Dockers Ads


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