• by Tanya Gazdik , October 28, 2021

Iconic workwear brand Carhartt is launching  a multiyear campaign that focuses on hard work as Americans’ common ground.

Creative features 55 real workers across different skilled trades representing the diversity that makes up the U.S. workforce.  Workers featured include a solar panel technician, farmer, carpenter, mechanic and an arborist.

“Fit For The Next Frontier" addresses the more than 3.2 million skilled trade jobs sitting open as of August. The brand is rallying America’s workforce and inspiring them to claim these job opportunities. 

The effort includes both a 60-second and 30-second version of the spot, which was created by Carharrt’s in-house creative team. The video will be displayed across Carhartt’s website, owned social channels and paid media.

Carhartt will release a series of intimate fireside chats in the spring with key characters (many featured in the new brand video) to highlight their perspectives on the future of work.

The effort isn’t just an ad, but a call to action, says Brian Bennett, vice president of creative and executive producer at Carhartt.

“We exist to serve and protect all hardworking people, and right now, we need them more than ever,” Bennett says in a release. 

The goal of the campaign is to shine a positive light on the skilled trades and remind Americans that it’s a rewarding and honorable path, inclusive of all people and grounded in community," says Janet Ries, vice president of marketing at Carhartt.

"Because to build a better future, we must first come together,” Ries says in a release. “At Carhartt, we believe this important work can be that common ground.”