DEARBORN, Mich., April 5, 2016 /PRNewswire/ -- Carhartt, America's premium workwear brand since 1889, today released its 2016 spring marketing campaign which focuses on 127 years of the brand's product advancement. The commercial begins with founder, Hamilton Carhartt, selling denim overalls to railroad workers and ends with pitcher and rancher, Madison Bumgarner, throwing an axe while wearing a Carhartt Force Extremes™ T-shirt. The 37.5™ Technology in Force Extremes™ is scientifically proven to give the wearer more stamina and puts Carhartt in the forefront of the workwear performance marketplace.
Experience the interactive Multimedia News Release here: http://www.multivu.com/players/English/7708251-carhartt-new-force-extremes-gear/
"Our future is in our heritage," said Tony Ambroza, senior vice president of marketing at Carhartt. "From the company's earliest days of creating durable denim overalls for railroad workers to our current fastest-drying, odor-fighting Force Extremes™ gear, our focus remains solely on creating rugged products that work hard for our consumer. The spring marketing campaign shines a spotlight on our founder's mission to create the hardest-working and longest-lasting gear for those who take on the rugged corners of the Earth, and today, that mission remains unchanged."
The commercial, produced and directed by actor Jason Momoa and his production company, Pride of Gypsies, is his third collaboration with Carhartt in addition to the brand's 2015 spring and fall campaign commercials.
For nearly a month, Carhartt, Momoa and his team, traveled across the U.S. from Detroit to North Carolina to Texas, to Colorado, to New Mexico, to California and as far as New Foundland to capture the story of founder Hamilton Carhartt, who started Carhartt as a horse-and-wagon salesman in 1889.
In collaboration with Carhartt archivists, product design and Kentucky-based sewing associates, the production team was able to showcase authentic replicas of the brand's iconic products depicted in the commercial from 1889 to current day including denim overalls, WWI service trousers and the zipper-front jacket, which today is called the Carhartt Detroit Jacket.
Additionally, the Carhartt archive supplied actual quotes, newsletters and other marketing materials from Hamilton Carhartt to craft the commercial's script in the founder's own words. The commercial voice over was performed by actor and brand enthusiast, John C. McGinley.
"McGinley is an outdoorsman with a blue-collar approach to acting. He's also worn Carhartt proudly for over 30 years. He's the first one I thought of when we discussed the voice over for our founder Hamilton Carhartt because the two men share so many great qualities, especially the pursuit of originality," said Brian Bennett, creative director at Carhartt.
The national campaign will run across multiple media platforms including TV, digital and mobile through May 2016.
"Creatively, it was a challenge to tell 127 years of authentic Carhartt history in 60 seconds, but we have an incredible story to share and a visionary director in Jason Momoa, who grew up in a blue-collar, Carhartt-wearing family," Bennett adds. "The end result is a story that really resonates with people who have worn Carhartt for a long time and those who are just learning about the brand for the first time."
Agency: Carhartt Creative Department
Creative Director: Brian Bennett
Art Director: Ron Harper / Travis Yarrington
Copywriters: Brian Bennett / Dan Catterson
Producer: Chris Robinson / Matt Cleary / Rob Jaeger
Production Company: Pride of Gypsies
Director: Jason Momoa
Director of Photography: Brian Mendoza
Producer: James Mendoza
Edit House: White House Post LA
Editor: Chris Murphy
About Carhartt Force Extremes™
Available in a variety of tops, T-shirts, sweatshirts, pants and accessories, Carhartt Force Extremes™ is the brand's fastest-drying, odor-fighting gear. It's scientifically proven to give you more stamina. By trapping odor, increasing comfort and performance, 37.5® Technology helps stabilize your body's temperature, giving you more energy for your workday. So you can end the day as strong as you started it.
About Carhartt, Inc
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing durable products for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 5,400 associates worldwide, Carhartt is privately owned and managed by the descendants of the company's founder, Hamilton Carhartt. For more information, visit www.carhartt.com.
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SOURCE Carhartt, Inc.