Carhartt, America's premium work wear brand since 1889, teamed up with Director and Filmmaker Derek Cianfrance to deliver its first spring advertising campaign in the company's 124-year history. The campaign focuses on real people doing rugged jobs in some of the hottest places in the country.
Carhartt's all-new Force performance t-shirts take center-stage as the spot gives viewers a glimpse into the tough work days of the heroes who build America's highways, bridges, cities and sports stadiums. These hard-working builders, ranchers and farmers prove the rugged sweat-wicking and stain-fighting performance of Carhartt Force Cotton in the extreme heat.
"Carhartt is a brand for people who make things with their heart and soul, with their blood, sweat and tears and this campaign celebrates them," said Tony Ambroza , vice president of marketing at Carhartt. "It's our job to continue to deliver leading work wear for people who do rugged, outdoor work in extreme conditions.
"We're best known for protecting them from the cold. Now we have rugged, hard-working clothes built specifically for the worker battling dusty, dirty conditions in extreme heat. Carhartt Force cotton was developed to outfit the everyday icons who build our stadiums not the ones who play in them."
Manhattan-based agency, Anomaly, worked in collaboration with Carhartt's in-house creative team to bring the campaign to life. Sheena Brady and Mike Warzin from the Anomaly creative team said that above all, they wanted to tell an honest story and felt Derek's filmmaking is about as honest as it gets.
"Authenticity is what drives our brand and the reason we use real workers in our commercials instead of hired actors," said Brian Bennett , creative director at Carhartt. "This campaign is not just about a performance t-shirt, it's an honest view at the world through the eyes of real, hard-working people who build everything around us, a notion that made Derek the perfect director for this project as he is not only an extremely talented Hollywood director, but he's also a guy who grew up working in a factory."
The Carhartt Force campaign will debut March 2nd and 3rd during major sporting events including College Basketball, NBA Games and the 2013 Bassmaster Classic on ESPN2. Carhartt is the official apparel outfitter of the Bassmaster series of tournaments and title sponsor of the Carhartt College Series. Extending beyond TV, the campaign will reach people via targeted lifestyle and sports oriented digital platforms, print advertising and thousands of retail stores across North America.