In November of last year, I received a phone call from an advertising agency wanting to purchase a song I wrote, “I Wear No Pants” for use in an advertising campaign for Dockers, to begin during the 2010 Super Bowl.

The deal went through, contracts were signed and I sent them the score for the song. A preview DVD of the spot is being Fed-Ex’d to me as we speak, and my wife and I are hosting a Super Bowl party for the first time in our lives.

Almost as an after-thought, I asked my contact at the ad agency how they found the song. Our band has never pursued placements in commercials (or anything else), as we’ve been content performing at the local Renaissance Faire and a few other local venues.

She told me that they hit upon us during a brain-storming session when someone Googled “I Wear No Pants,” and they found a video of us, taken by a fan, performing the song live at the Faire.

In recent weeks, we’ve been working to make sure that anyone who sees the ad and wants to hear the original version of the song (or find out more about the band) can do so easily. This has included purchasing the url iwearnopants.com and asking our fan-base to act as a virtual street team to put as many references to the band, Dockers, I Wear No Pants and the Wear the Pants campaign in the blogs, facebook and twitter posts and anyplace else they can. We also made a video of the song, which was posted on Youtube a few weeks go.

You can’t help but run through all the possible scenarios of something like this. Last year, nearly 100 million people in the United States watched the Super Bowl. If one-percent of those people buy the song … you get the idea.