PVH CORP. PVH Corp. (NYSE: PVH) today announced its newest marketing campaign for IZOD, which stars “Saturday Night Live” cast member and head writer Colin Jost and Green Bay Packers MVP quarterback Aaron Rodgers. The duo helps the brand poke fun at traditional menswear advertising, including some of its own past spots. It will debut on Wednesday, September 5, and will be the most integrated marketing effort to-date for IZOD, reaching consumers through widespread national and local television placements and digital advertising, as well as key social media partnerships and engagement.
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Colin Jost and Aaron Rodgers star in new IZOD Fall campaign poking fun at menswear advertising clichés (Photo: Business Wire)
The campaign is designed to give consumers an “inside look” at some of the most clichéd moments in menswear commercials, from a pick-up football game with a star quarterback to a special effects-ridden night out with the bros. PVH’s in-house marketing group partnered with Jost on the script development, which showcases IZOD’s newest collection and brings to life a new and comedic voice for the brand.
IZOD AD CLICHES: https://youtu.be/b26e46Zn8OI
“We set out to develop a spot that would make IZOD consumers do a double-take, while also letting them know we’re in on the joke,” said Mike Kelly, CMO Heritage Marketing and Chief Innovation Officer, PVH. “IZOD has always been known as the go-to brand for golf and the beach, but we wanted to make it top-of-mind for the fall as well. This fresh concept allows us to break through the seasonal mindset.”
"I liked the idea of doing an ad that was self-aware and that made fun of all the weird tropes from fashion commercials,” added Jost. “I wanted to be the guy in the commercial looking around like, 'Who are these people?'”
In addition to showcasing Jost’s well-known comedic style, the campaign also displays a wittier side of Rodgers.
“I really liked the concept of the spot and had a blast shooting with IZOD," said Rodgers. “I know fans will appreciate the humor Colin and I brought to the field, and may even be surprised by my lesser-known ‘off-the-field talents’ shown in these spots.”
The IZOD fall/holiday collection includes flannel shirts, stretch chinos, sweaters and fleeces, and is priced from $28 to $98. IZOD is available at major retailers including Kohl’s, JCPenney and Belk, and on IZOD.com.
| Commercial Credits: IZOD Fall - “Advertising Clichés” |
| Client: IZOD/PVH |
| Agency: PVH Marketing Group |
| CMO: Mike Kelly |
| SVP Creative Services: Anthony Trama |
| Director of Production: Kristopher Walter |
| Directors: Adam Reid + Mike Kelly |
| Writers: Adam Reid, Mike Kelly, Colin Jost |
| Sr. Director Creative Services: Samantha Truedsson |
| Sr. Director Fashion and Styling: Chad Kincaid |
| Post Production Manager: Dave Chislett |
| Technical Consultant/ Colorist: Ben Orisich |
| Production Company: BODEGA Studios |
| Executive Producer: Clint Goldman |
| Head of Production: Jordan Tarazi |
| Producer: Rayna Saslove |
| 1st AD: Chris Bicknell |
| Director of Photography: Scott Henriksen |
| Production Designer: Jason Hamilton |
| Post Producer: Terry-Anne Alexander |
| Editors: Gian Franco Morini + Chris Carson |
| VFX: Able VFX |
| After Effects Animators: Brian Hekker, Michael Erla |
| Audio Mixer: Ted Marcus |
About PVH
With a history going back over 135 years, PVH has excelled at growing brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world. We have over 36,000 associates operating in over 40 countries and nearly $9 billion in annual revenues. We own the iconic CALVIN KLEIN, TOMMY HILFIGER, Van Heusen, IZOD, ARROW, Speedo*, Warner’s,Olga and Geoffrey Beene brands, as well as the digital-centric True & Co. intimates brand, and market a variety of goods under these and other nationally and internationally known owned and licensed brands.
*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International Limited.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180905005148/en/
