Tommy Hilfiger releases the spring 2014 Global ad campaign!
The Tommy Hilfiger Group, which is wholly owned by PVH Corp. [NYSE: PVH], announces its Spring 2014 global advertising campaign wést coãstiüs. Featuring The Hilfigers – the beloved all-American family at the heart of the brand’s marketing strategy – the new campaign takes the irreverent group of eclectic characters to the beaches of Malibu as The Hilfigers establish a preppy outpost on the Pacific. And what’s prep on a California beach is a whole new story. Wave-washed shorts, chambray-soft shirts, easy blazers, all in wet sea glass colors. Scuba chic takes a dive with neoprene bonded leather. So jump in the dune buggy, prepare for sand in your chinos, color blocks and sunblock, goggly sunglasses and Sea Breezes at sunset.
“This season we took The Hilfigers back to one of my earliest inspirations: the West Coast,” said Tommy Hilfiger. “In the Spring 2014 Collection, we looked at the preppy classics that we have loved throughout the years, and reinvented them with a modern, ‘West Coast’ spirit in mind. This campaign takes me back to summers I spent in California early in my career – in a uniquely Hilfigers way. I love taking the Hilfigers to different iconic location each season.”
The Hilfigers campaign is the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.
“With The Hilfigers campaign, we continue to engage our audience across a wide range of media platforms,” said Avery Baker, Chief Marketing Officer of the Tommy Hilfiger Group. “The global print and outdoor campaign is complemented by a digital strategy that brings the unique spirit of The Hilfigers to life in a multi-dimensional way. In Spring 2014, shoppable videos capture the individuality of various family members’ personal attitude and style, and illustrate the youthful irreverence that has long been at the heart of the Tommy Hilfiger brand. The Hilfigers campaign continues to celebrate the international outlook of preppy style in a way only Tommy Hilfiger has achieved.”
"Seeing the entire Hilfiger gang spilling out of vintage dune buggies was truly a sight to behold!” said Trey Laird, Laird + Partners Chief Executive and Creative Officer. “With dozens of surfboards, everyone in shades, a wetsuit-clad 11 year old, with zinc, and a loose attitude. The pure simplicity of the ultimate Malibu beach was the perfect backdrop for the family's Spring Break in the sun."
wést coãstiüs will break worldwide in January 2014 as a multi-media program, with an online, print, outdoor and social media presence. The advertising campaign will appear in January 2014 issues, with full print ads running globally in key fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Details and Esquire; multi-page inserts will be featured in select issues. New York City; key European cities such as London, Paris and Milan; and top districts in Hong Kong will have outdoor campaigns.