I found this advertisment in Communication Art magazine, the January/February 2011 issue, Typography Annual 1. It is by designer, Michael Kim. The art director is Dana Johnston. Dockers is the client. Their design team had this to say about what they created. "The fashion and apparel category is a sea of sameness. We wanted to create something distinct that would break the category conventions of models and lifestyle imagery. Utilizing different typographers for the ads allowed us to treat each advertisement as a piece of art. By keeping it simple, we were able to get back to what Dockers is all about: men and pants." I was intrigued by this ad. On closer inspection, even the copy is fun. I like the fact that the model is type. What a twist of innovation and creativity. In each ad the copy is different and masculine. It informs you about the product. The type faces give you an implied sense for each of the pants. The ad is basic and straight forward with a creative twist to it.
