Van Heusen keep Aussie men cool in new campaign via Bashful Sydney and Collider
Business apparel company Van Heusen is launching a TVC and print campaign for the company’s new range of Van Heusen Evercool suits via Bashful Sydney and Collider.
The new range includes shirts and underwear which feature performance technology that has been formulated to keep the body cool and dry, a first for the Australian market.
Building on the brand’s recent Van Heusen Performa campaign, Van Heusen has brought back Richard Cilli, a principal dancer for the Sydney Dance Company, as the talent for the campaign. The beautifully shot stills and TVC are brought to life by renowned director and photographer, Tim Richardson.
The TVC shows amazing slow motion shots of Cilli at speeds of 1000 frames per second, with flaring back lights and controlled ambient lighting effects employed to show heat and cool, highlighting the UV reflecting, moisture-wicking and cooling qualities of the Van Heusen Evercool range.
Says Dianne Taylor, Gazal group brand marketing manager: “The Van Heusen Evercool technology is a first in men’s business apparel. It’s a truly innovative product which harnesses performance qualities found in traditional sportswear into stylish and wearable suiting, city dressing and underwear.
“We want to reach out to a discerning group of 18 to 34 males and attract them to this innovative new range of apparel. Van Heusen Evercool cements our positioning as experts and innovators in business apparel.
“Listening to our customer, the main driver of interest in the Evercool product development related to men sweating in an obvious and visible manner while at work and the associated socially negative image.”
Van Heusen Evercool is the first range of business apparel to utilize a range of new fabric technologies including Swiss Coldblack light reflective technology, Coolmax everyday moisture absorbing technology, and Supplex moisture wicking stretch fabric – all traditionally used in performance apparel. Van Heusen Evercool apparel has been designed and tested in Australia, for Australian conditions.
The campaign will feature on pay and free to air TV, In-flight TV, print, online and through social media channels, and will go live from 1 August.
Creative and strategic agency, Bashful, devised the TVC and print campaign which was produced by Collider. Stellar* Concepts will manage public relations.
8 Comments
Nice shirt.
Collider’s company minimum = 1000fps
Nice…eh, yeah – shirt.
Photographed? The model in the first ad is so retouched it looks computer generated and totally fake and lacking in humanity. I find it bizarrely freakish. On the flipside though, at least men are copping it now too, not just women.
NGM
dont get it, why is it on this blog other than to generate some amusing banter?
was an agency involved in this?
You’ve got a point there, 4.09. It does looks like quick Photoshop. And please be careful around the tackle, now there’s a slogan for 21st century living.
looks like womens fashion advertising. men pirouetting about and pouting in their pants