As advertisers are increasingly favoring interactive media to the traditional 30-second spot, the television industry is desperately seeking ways to make their ads more engaging and actionable.

One such effort I deem worth mentioning is the Dockers “Wear the Pants” campaign that was aired during the last Superbowl.

Dockers teamed up with music recognition company Shazam to produce a tv ad that is “clickable”, just like other digital media. The spot includes the song “I Wear no Pants” which consumers can “tag” using the Shazam app on their mobile device. Shazam will then identify the song and directs the user to a mobile website that has been created especially for this campaign.

Dockers Wear the Pants – Teaser

Dockers Wear the Pants – Spot

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