Dockers Goes Hollywood With First Super Bowl Ad

NEW YORK — Dockers airs its first-ever Super Bowl commercial on Sunday. The 30-second spot will run during the second quarter of the game between St. Louis and New England. Parent Levi Strauss is also advertising during the game. Foote, Cone & Belding, San Francisco, handles.

Christopher Guest of Moxi Pictures directed the spot, which takes place in a country club setting where all the men wear an article of clothing nebulously referred to as “a trusty wardrobe stand-by for women.” Full details on the ad are under wraps until the commercial airs.

The ad incorporates Guest’s signature ad-lib style and a cast of improvisational actors, including Don Lake of NBC’s “Watching Ellie.” Guest directed and starred in “Best in Show” and was a member of the band in “This is Spinal Tap.”

— Sandra Dolbow