PR Newswire, DEARBORN, Mich. – (November 9, 2015)
Carhartt, America’s premium work wear brand since 1889, today launched its national fall integrated marketing campaign focused on the brand’s durable water repellent Rain Defender® technology available in select outerwear, sweatshirts, pants and accessories. The multi-week campaign features search and rescue crewmembers who don’t have the luxury of waiting for good weather; their workdays don’t get rain delays. The campaign will be shown across multiple broadcast and digital channels through December.
“Durable, high performance sweatshirts and outerwear are a necessity for anyone in the rugged outdoors who can’t stop because of weather. Carhartt’s products featuring Rain Defender® keep you dry by making water bead up and run off the fabric,” said Tony Ambroza, senior vice president of marketing at Carhartt. “This fall’s national campaign features real search and rescue crews from Creede, Colorado taking on rain, sleet and snow in a typical day’s work.”
Carhartt’s durable water repellent Rain Defender® gear includes Quick Duck® jackets, vests and bibs, Carhartt’s Shoreline and Force Equator outerwear, bibs and pants and Carhartt’s Rain Defender® equipped sweatshirts – zip-front, hoodie, mock or crewneck styles. Carhartt also offers tool bags and a selection of other gear also equipped to protect against the rain as well.
Michigan-based Carhartt traveled to the rainy, cold and rugged regions of the Four Corners (Colorado, New Mexico, Arizona and Utah) to capture hardworking Americans out in the elements getting their tough jobs done. The commercial authentically captures search and rescue crews on horseback, snowmobiles and mountain repelling working hard to save lives. The most dramatic line of the spot is also a credo for these crewmen, “nobody ever saved a life by running for cover.”
The campaign, created by Carhartt’s Creative Director, Brian Bennett together with Director Jason Momoa of Pride of Gypsies, targets hard-working men who work in traditional blue collar industries. The campaign will run primarily across national sports and outdoor programming networks with increased digital support on social media and websites.
Rain Defender® durable water-repellent finish makes garments rain, mist and snow resistant. Moisture beads up and rolls off to keep you drier and on the job longer. Carhartt’s Rain Defender® product offering is available for purchase at Carhartt.com, in Carhartt-owned retail stores and in participating Carhartt retailers across the U.S. and Canada.
Company: Carhartt Creative Department
Creative Director: Brian Bennett
Copywriter: Brian Bennett, John Wargo
Art Director: Ron Harper, Travis Yarrington
Producer: Chris Robinson, James Mendoza
Director: Jason Momoa
Production Company: Pride of Gypsies
Director of Photography: James Mendoza
About Carhartt, Inc.
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 5,200 employees worldwide, Carhartt is family owned and managed by the descendants of the company‘s founder, Hamilton Carhartt.
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