Normally, I consider myself immune from the effects of advertising. But the new ad campaign by Dockers—” Man-ifesto “—makes me want to wrestle a bear, smack the eyeliner off some emo dude, and then go out and buy some pants:

Once upon a time, men wore the pants, and wore them well. Women rarely had to open doors and little old ladies never crossed the street alone. Men took charge because that’s what they did. But somewhere along the way, the world decided it no longer needed men. Disco by disco, latte by foamy non-fat latte, 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 and cities crumble, children misbehave and those 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.

What does it say about our culture that one of the most clear, concise clarion calls for men to be men comes in an ad campaign for khakis?

(Via: Boundless Line )

Articles by Joe Carter

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