The Spring 2014 global advertising campaign, “wést coãstiüs,” features “The Hilfigers” traveling to the ultimate Malibu beach for their irreverent twist on Spring Break in the sun.
With a multi-media campaign that includes digital, print, outdoor and social media elements, Spring 2014 features new interactive video content.
NEW YORK AND AMSTERDAM (January 21, 2014) – 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.
For Spring 2014, the Tommy Hilfiger advertising campaign includes more video content than any previous season. Short videos of individual family members that capture The Hilfigers’ lively spirit and each character’s quirky take on iconic American tradition will be featured on the brand’s social media channels and on tommy.com. Product focused videos featuring The Hilfigers in pieces from the Spring 2014 collections will be integrated into in-store displays at select retail locations, and the campaign video will play in Tommy Hilfiger stores globally, fully immersing consumers in an engaging and elevated brand experience. Tommy.com and the brand’s Facebook, Twitter, YouTube, and Instagram channels will feature the behind-the-scenes campaign video and images.
“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.”
Photographed in Paradise Cove, Malibu with hair by Eugene Souleiman, and makeup by Francelle Daly-Poiblanc, the campaign features a similar cast of eclectic characters from past campaigns: Arthur Kulkov, Tidou M’Baye, Max Rogers, RJ King, Marlon Texeira, Viggo Jonassen, Miles McMillan, Bernard Fouquet, Toni Garrn, Julia Hafstrom, Tian Yi, Cora Emmanuel, Lea Sorenson, Chloe Blackshire and two basset hounds named Morgan IV and V. The youthful spirit of the Spring 2014 collections comes through with a group of new characters that embody the preppy heritage and irreverent attitude of the Tommy Hilfiger brand. New additions to the family this season include Luke Willet, Jac Jagaciak and Janis Ancens.
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.