Does Leno wear Dockers?

Dockers wants customers to create — and of course, disseminate — their own commercials.

The effort kicked off on The Tonight Show with Jay Leno. Viewers were sent to a microsite at which they may "evangelize the Dockers brand."

In tangent with agency Draftfcb, Mixercast provided the platform where ad elements can be customized. Submitted creations will be reviewed for potential media placement by Dockers, but users can also share their creations through widgets.

Viewers may vote on the best submission; the winning spot will appear on TV.