Haggar “I Am,” “Should You” + “A Man´s Job” [00:30]#A campaign for Haggar´s wrinkle-free manswear. “Stuff you can wear” is the claim of the brand, and the spots are interesting for the way they seem to be plugging into a new kind of reactionary mood that has
been sweeping the U.S. since the Republicans have been on the rise again.
Why else would such an emphasis, however ironic, be laid on the
self-congratulory “guyness” of the men appearing in these spots? The family man in the first spot tellingly claims to have no interest in what he wears and brangs of not being politically correct. The second spot holds up for inspection and then derides the idea of an man wearing a skirt – though the construction worker in this particular spot does look quite sexy wearing
one- which proves somewhat counterproductive to the argument. And the third commercial poses the clearly theoretical question as to whether it has been stamped into a man´s DNA that he does the hard, sweaty jobs instead of staying at home doing the ironing.