5/1/2008

Dockers is trying to shake up its conventional image -- and reach a new target demographic -- through a multiplatform campaign that includes a live ad on "The Tonight Show With Jay Leno" and an online contest in which participants are asked to make their own spot using a platform from Mixercast. The winning ad will circulate online via a Mixercast widget and be shown on "The Tonight Show" this summer.

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