DEARBORN, Mich., April 5, 2016 /PRNewswire/ -- Carhartt,
America's premium workwear brand since 1889, today released its
2016 spring marketing campaign which focuses on 127 years of the
brand's product advancement. The commercial begins with founder,
Hamilton Carhartt, selling denim overalls to railroad workers and
ends with pitcher and rancher, Madison
Bumgarner, throwing an axe while wearing a Carhartt Force
Extremes™ T-shirt. The 37.5™ Technology in Force Extremes™ is
scientifically proven to give the wearer more stamina and puts
Carhartt in the forefront of the workwear performance
marketplace.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7708251-carhartt-new-force-extremes-gear/
"Our future is in our heritage," said Tony Ambroza, senior vice president of marketing
at Carhartt. "From the company's earliest days of creating durable
denim overalls for railroad workers to our current fastest-drying,
odor-fighting Force Extremes™ gear, our focus remains solely on
creating rugged products that work hard for our consumer. The
spring marketing campaign shines a spotlight on our founder's
mission to create the hardest-working and longest-lasting gear for
those who take on the rugged corners of the Earth, and today, that
mission remains unchanged."
The commercial, produced and directed by actor Jason Momoa and his production company, Pride of
Gypsies, is his third collaboration with Carhartt in addition to
the brand's 2015 spring and fall campaign
commercials.
For nearly a month, Carhartt, Momoa and his team, traveled
across the U.S. from Detroit to
North Carolina to Texas, to Colorado, to New
Mexico, to California and
as far as New Foundland to capture the story of founder Hamilton
Carhartt, who started Carhartt as a horse-and-wagon salesman in
1889.
In collaboration with Carhartt archivists, product design and
Kentucky-based sewing associates,
the production team was able to showcase authentic replicas of the
brand's iconic products depicted in the commercial from 1889 to
current day including denim overalls, WWI service trousers and the
zipper-front jacket, which today is called the Carhartt Detroit
Jacket.
Additionally, the Carhartt archive supplied actual quotes,
newsletters and other marketing materials from Hamilton Carhartt to
craft the commercial's script in the founder's own words. The
commercial voice over was performed by actor and brand enthusiast,
John C. McGinley.
"McGinley is an outdoorsman with a blue-collar approach to
acting. He's also worn Carhartt proudly for over 30 years. He's the
first one I thought of when we discussed the voice over for our
founder Hamilton Carhartt because the two men share so many great
qualities, especially the pursuit of originality," said
Brian Bennett, creative director at
Carhartt.
The national campaign will run across multiple media platforms
including TV, digital and mobile through May
2016.
"Creatively, it was a challenge to tell 127 years of authentic
Carhartt history in 60 seconds, but we have an incredible story to
share and a visionary director in Jason
Momoa, who grew up in a blue-collar, Carhartt-wearing
family," Bennett adds. "The end result is a story that really
resonates with people who have worn Carhartt for a long time and
those who are just learning about the brand for the first
time."
Campaign Credits:
Client: Carhartt
Agency: Carhartt Creative Department
Creative Director: Brian
Bennett
Art Director: Ron Harper /
Travis Yarrington
Copywriters: Brian Bennett /
Dan Catterson
Producer: Chris Robinson /
Matt Cleary / Rob Jaeger
Production Company: Pride of Gypsies
Director: Jason Momoa
Director of Photography: Brian Mendoza
Producer: James Mendoza
Edit House: White House Post LA
Editor: Chris Murphy
About Carhartt Force Extremes™
Available in a variety
of tops, T-shirts, sweatshirts, pants and accessories, Carhartt
Force Extremes™ is the brand's fastest-drying, odor-fighting gear.
It's scientifically proven to give you more stamina. By trapping
odor, increasing comfort and performance, 37.5® Technology helps
stabilize your body's temperature, giving you more energy for your
workday. So you can end the day as strong as you started it.
About Carhartt, Inc
Established in 1889, Carhartt is
a global premium work wear brand with a rich heritage of developing
durable products for workers on and off the job. Headquartered in
Dearborn, Mich., with
approximately 5,400 associates worldwide, Carhartt is privately
owned and managed by the descendants of the company's founder,
Hamilton Carhartt. For more information, visit
www.carhartt.com.
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/carhartt-spring-marketing-campaign-brings-to-life-127-years-of-product-advancement-300246231.html
SOURCE Carhartt, Inc.