Carhartt Debuts First Integrated TV Commercial and Micro-Site

Oct 18, 2010, 02:20 ET from Carhartt

DEARBORN, Mich., Oct. 18 /PRNewswire/ -- Carhartt, with the creative talent of Team Detroit, will debut its first television commercial (in decades) in accordance with an interactive website as part of a national, multi-million dollar media plan designed to reposition the 100-year-old brand.

"Our products are known for their rugged durability, and we wanted that aspect of our brand personality to take center stage in this integrated campaign," said Randy Meza, marketing director at Carhartt. "Having real wolves attack one of our Detroit jackets allowed us to visually demonstrate the toughness of Carhartt apparel to consumers."

"We consider ourselves very fortunate to have been selected by Carhartt for this assignment," said Greg Braun, executive creative director of Team Detroit. "As a client, they were not afraid to push the comfort boundaries," continued Braun. "With that in mind, we were able to create a campaign that demonstrated the sheer toughness of Carhartt's product in a scary, yet funny way."

Deemed too frightening for television, the commercial can be seen on the interactive website On this website, 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. The broadcast campaign will work in tandem with a digital media buy, featuring rich interactive banners and a social media campaign on Facebook. An in-store campaign will feature various forms of POP supporting the initiative.

About Carhartt

Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with more than 3,500 employees worldwide, Carhartt is privately owned and managed by the descendants of the company's founder, Hamilton Carhartt.

For more information, visit

About Team Detroit

Team Detroit, headquartered in Dearborn, Mi., brings together five of WPP's largest marketing and communications agencies in one central location to provide its clients access to best practices and talent for all necessary marketing and communications services. Team Detroit is the 21st century equivalent of the full-service agency, acting as a portal to provide a single point of contact and accountability.

Team Detroit's client roster includes Bell Helicopter, Bosch, Carhartt, College for Creative Studies, Compuware, Ford Motor Company, Johnson Controls, Scotts Miracle-Gro, Shell, Sports Authority and Warrior Sports.

For more information, visit

Related Links

Carhartt Website

Carhartt Micro-site

SOURCE Carhartt