Carhartt will debut its first television commercial in decades, via an interactive Web site as part of a national, multimillion-dollar media plan designed to reposition the 100-year-old brand. The
creative work is handled by Team Detroit. Carhartt is a work-wear apparel company. Deemed too frightening for TV, the commercial can be seen on the interactive Web site www.getcarhartt.com. Visitors
can view the five alternate endings to the commercial, share their own "campfire stories," participate in a contest and view behind-the-scenes footage.
Targeted to the 18- to-34-year-old male,
the television spot will air on ESPN, The History Channel and the Discovery Channel beginning October 18, and will run through December 19.
