Carhartt, a 128-year-old American workwear brand, launched its spring marketing campaign Monday.
The campaign takes place across media platforms, with a special TV commercial directed and produced by “Game of Thrones” actor Jason Momoa, which honors the brand’s legacy and history.
“This commercial really pays respect to our heritage and founder, Hamilton Carhartt, who showed us the blueprint for making a worthy product that can take on any world or weather,” said Brian Bennett, vice president of creative at Carhartt. “It’s also a credit to our designers today. They don’t just think of clothing for the season – they look at spring as 92 unpredictable days of weather to ensure Carhartt clothing has you covered for whatever Mother Nature throws your way. Because we all know: Mother Nature isn’t always so motherly.
The spring campaign commercial focuses on Hamilton Carhartt, the founder of the company who started his career by dressing railroad workers at the turn of the century in heavy-duty, purposeful workwear. The brand actually dipped into the Carhartt’s archives to find real quotations, newsletters and materials from the company’s founder to comprise the commercial’s script, which was voiced by actor John C. McGinley.
Making the commercial even more authentic, the brand’s product design team, along with Kentucky-based sewing associates, created replicas of Carhartts’ iconic 1889 products, including denim overalls, World War I service pants and a zipper-front jacket which lives on today as the Carhartt Detroit Jacket.
“Springtime brings the most uncertain weather of the year, and hardworking people demand products designed to handle any and all conditions – from rain to wind to rising and falling temperatures,” said Tony Ambroza, senior vice president of marketing at Carhartt. “Just as Hamilton designed premium overalls, coveralls, and coats for the hardworking men and women who built this country, Carhartt continues to create long-lasting, purpose-built clothing to meet the needs of anyone who loves to work and play in the rugged outdoors.”
Despite the commercial’s focus on the brand’s past, the Spring ’17 collection remains modern with Storm Defender, Force Extremes and Carhartt Force technologies to prepare workers for whatever weather may come their way.