Actor and outdoorsman, Jason Momoa, brings to life more than 127 years of Carhartt’s heritage, culminating with the latest Full Swing® products worn by pitcher and rancher, Madison Bumgarner
PR Newswire, DEARBORN, Michigan – (November 14, 2016)
Carhartt, America’s premium workwear brand since 1889, today launched its 2016 fall marketing campaign across multiple platforms including broadcast, digital, mobile, social, and thousands of retail locations. The campaign’s centerpiece is a T.V. commercial directed and produced by Jason Momoa that tells the story of the brand’s commitment to product advancement spanning five generations.
The company’s founder, Hamilton Carhartt, began by designing purpose-built denim overalls for railroad workers at the turn of the century. Now, Carhartt’s Full Swing® line of products delivers the brand’s signature rugged protection from the elements while providing ease of movement and maximum range of motion: features that are experienced the moment you first try it on. A complete selection of Full Swing® products can be found at http://bit.ly/2ewXn4W.
“Hamilton Carhartt founded this company on the idea that hardworking people deserve products built to help them get the job done. That idea still resonates today and is embodied in our Full Swing® gear, proving that our future is in our heritage,” said Tony Ambroza, senior vice president of marketing at Carhartt. “Our fall campaign illustrates how Carhartt continues to draw inspiration from a long history of advancing our rugged products to meet the demands of hardworking people.”
Carhartt's national campaign will appear during several live, premium college football games and will also have a strong presence online and across various social media channels.
This commercial marks the fourth consecutive seasonal marketing campaign produced and directed by Jason Momoa and his production company, Pride of Gypsies. Momoa and his team worked on Carhartt’s spring campaign earlier this year, as well as its fall and spring campaigns in 2015.
For nearly a month, Carhartt, Momoa, and his team traveled from Detroit to North Carolina, Texas to Colorado, New Mexico to California, and as far as Newfoundland, Canada, to capture the story of Hamilton Carhartt, who started selling product by horse-and-wagon in 1889.
In collaboration with Carhartt’s archivists, product design team, and Kentucky-based sewing associates, the production team created authentic replicas of the brand’s iconic products from 1889 to the present day, including denim overalls, World War I 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, who also narrated the brand’s spring campaign earlier this year.
“It can be a challenge to condense the history of a brand that’s been at the forefront of creating durable workwear for more than 127 years down to a 60-second commercial,” said Brian Bennett, vice president of creative at Carhartt. “But when hardworking people with blue-collar roots like Bumgarner, Momoa, and McGinley join together, the brand’s story quickly comes to life.
“Our fall campaign demonstrates to Carhartt enthusiasts and those discovering the brand for the first time that the core values of durability and authenticity associated with the brand continue to be the building blocks for the future.”
Client: Carhartt, Inc.
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 Full Swing®
Carhartt’s Full Swing® line of products was designed with feedback from hundreds of workers to address the concerns they were having around fit and movement. Full Swing® jackets, shirt jacs, and pants are classic Carhartt, engineered for maximum range of movement. Workers in Full Swing® will move freely on the farm, construction site, and everywhere in between. Your daily grind is enough of a fight. You shouldn’t have to fight your gear, too.
About Carhartt, Inc.
Established in 1889, Carhartt is a global premium workwear brand with a rich heritage of developing rugged products for workers on and off the job. Headquartered in Dearborn, Michigan, with approximately 5,400 associates worldwide, Carhartt is family-owned and managed by the descendants of the company‘s founder, Hamilton Carhartt. For more information, visit www.carhartt.com.
The Brand Amp