Dockers is inviting men to get involved with the brand’s Super Bowl ad that promotes khakis pants through the music recognition service, Shazam.

Dockers is set to debut an ad called ‘Men Without Pants’, which features a song called, ‘I Wear No Pants’. To participate, viewers can tag the track using the Shazam app on their phones in order to access a branded Dockers website. On the site they can buy the song, read about the ‘Wear the Pants’ campaign and enter to win a free pair of khakis. The giveaway runs from Feb. 7 - 15, 2010.

AT&T customers who don’t have the app can text the word “PANTS” to a dedicated shortcode to access the site.

The 30-second commercial that is part of Dockers ‘Wear the Pants’ global campaign will be the brand’s first TV Super Bowl commercial since 2002. It is a tongue-in-cheek call to manhood, saying men should make a decision to ‘wear the pants’ both literally and figuratively. The ad features a group of men walking through a field singing ‘I Wear No Pants’. They are interrupted by a message to mankind which informs them, it is time to wear the pants.

‘The Wear the Pants’ campaign has sparked a dynamic discussion around what it means to be a man today,” said Jim Calhoun, president of Dockers brand. “We’re confident our irreverent and humorous delivery of the message will resonate with men who are embracing a 21st century version of masculinity, one in which they can change a tire and a diaper.”

After the Super Bowl, consumers can watch all the commercial on a dedicated YouTube Ad Blitz channel and vote on their favourite spot.