Carhartt 'Hands' Out Industrial-strength' Campaign
Carhartt is unleashing its own version of blue-collar chic, running the biggest ad campaign in its 122-year-history.
The Dearborn, Mich.-based clothing company relies on machine-shop machismo with “Hands,” a TV spot that’s meant “to lift up working people,” Tony Ambroza, Carhartt's VP/Marketing, tells Marketing Daily. “We aren’t going to ignore the fact that it’s a tough time for people who live off their ability to work with their hands. Our research kept turning up, over and over, how resilient these people are, and how industrious.”
In fact, he adds, “many of our customers say they don’t just work with their hands, they think with their hands. These ads respect that.”
The "Hands" spot, created by Team Detroit, is airing on CMT, Discovery, ESPN and the History Channel, and scheduled to run through Dec. 18.
While most of the hands in the ad are beefy and performing manly tasks with crowbars and chainsaws, there are some hard-working female hands, too. And, Ambroza says, the company is continuing its support of the women’s line, launched several years ago, with a dedicated print campaign.
Ambroza adds that the brand isn’t just for hard-working urban types. “It’s really well known in the mountain states and Alaska, for example, and because it is such a strong outdoor brand, it’s warm and weatherproof, and in natural colors, it’s big with people who love the outdoors. In fact, in our Nashville focus groups, people told us they consider the pants snakeproof. And it also has strong appeal for many white-collar people who grew up in a blue-collar home.”
Recent Marketing Daily Articles
-
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ... -
Crowne Plaza Measures PGA Tour Sleep Habits May 21, 11:21 p.m.
Just in time for the Crowne Plaza Invitational at Colonial tournament this week, Crowne Plaza Hotels ... -
Dodge Goes Social With 'Defiance' May 21, 4:44 p.m.
Chrysler LLC's Dodge, which has category-exclusive sponsorship of the "Defiance" TV show and online game for ... -
Microsoft Unveils Xbox One May 21, 2:34 p.m.
For a presentation that was obstensibly about a new gaming console, Microsoft’s unveiling of its next-generation ... -
Telematics Ecosystem Booming, But Caution Advised May 21, 2:05 p.m.
The head of marketing for, say, Starbucks, is probably thinking about cars. Specifically, how to go ... -
Sony Touts Ultra High-Definition TVs May 21, 12:19 p.m.
We’ve been through the HDTV era and the 3DTV era -- now get ready for the ... -
Destination XL's Pixelated Privates Cause Controversy May 21, 11:03 a.m.
Specialty retailer Destination XL is Super Sizing itself, and not everyone is comfortable with its frank ... -
Skyy Launches 'Be Part Of The Art' May 21, 5:57 a.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Miller64 Partners With Former Pro Athletes May 20, 10:30 p.m.
Miller64 is launching "GO64," a summer-long initiative that will include local events, celebrity appearances, giveaways and ...
Be the first to comment on "Carhartt 'Hands' Out Industrial-strength' Campaign"
Leave a Comment