Dockers Alpha Khaki line is for young bucks with style, which helps explain this click-to-buy video featuring British hip-hop artist Tinie Tempah wearing Dockers.
The fact that this content-meets-celebrity-endorsement is underscored by a song called “Don’t Sell Out,” now that I can’t explain.
“We wanted to blend art, content and commerce to create a video people want to watch, and the Dockers element doesn’t seemed forced,” says Moksha Fitzgibbons, head of sales and marketing at Complex Media, which acted as creative director on the campaign.
According to Complex, the video has seen 1.5 million views since it was launched on October 1, 2013.
