Tommy Hilfiger has moved away from the quietly luxurious settings of the last few seasons’ ad campaigns in favor of a whimsical cast of characters. “The Ultimate Tailgate” campaign for F/W 10 will break in print, online and outdoor ad space starting in September. The Craig McDean-shot images focus on an unconventional family, including a father and mother who are often shown drinking cocktails, children who were kicked out of boarding school, and stereotypical WASP necessities like dogs and a wood-paneled station wagon. Laird + Partners, the agency behind the creation of the campaign, wanted to “develop something unique for the brand that captured a strong sense of iconic prep, style and flair, but with a looseness, quirkiness and touch of humor that only the Hilfiger brand can bring to the classics.”
Online, consumers will be able to visit “Meet the Hilfigers,” on tommy.com where each family member is profiled. Some of the characters will post on Facebook and Twitter about their blue-blood activities during the fall, and others will participate in interactive features like “Chloe’s Closet,” “Morgan’s Must-Haves,” “Bernard’s Books,” and “Prep Pop” for their music playlist. The company plans to bring the family back for spring.
For more of the best advertising and lookbook images, remember to check out Stylesight’s Cool Campaigns section.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.