Bashful creates new sub brand for Van Heusen
Sydney agency, Bashful will this week launch a new TVC and print campaign for business apparel company Van Heusen following their development of a new men’s travel suit product.
The agency decided to develop a whole new sub brand, ‘Performa’, strategically ensuring a strong foundation for a new fashion suit that is especially resistant to the elements of daily life. The idea behind Performa is that no matter what the day throws at you the suit will deal with it.
“This was a dream brief – to help define the new product and thenlaunch it,” explains Bashful director Simon Bookallil. “The processfrom refining the product, creating a sub brand name, to establishingits core values and then expressing it through a dynamic andmulti-faceted campaign was an exhilarating process for Bashful.”
“VanHeusen has strong brand equity and a loyal clientele who respect ourtailoring expertise in fits and fabric. Bashful’s slick, contemporarycampaign cements our positioning as an aspirational, innovative brandin this category,” said Dianne Taylor, Gazal group brand marketingmanager.
“We wanted to energise our existing client base andattract an up-and-coming group of young, professional men agedbetween18 and 34 to the brand through a multi-media based strategy, andbe visible within the media channels that they engage in.”
Bashfulbelieved a product demonstration was necessary to highlight theproperties of the travel suit. They took an artistic, stylised approachto the creative through playing with the elements of air, liquid andcrushing which reinforces the Performa suit’s crease resistant stainresistant and breathable wool properties.
Bashful worked withdirector Tim Richardson to shoot the TVC and photography for thecampaign, helping bring the concept to life and creating a dramatic andhighly contemporary piece.
Richard Cilli, a principal dancerfor the Sydney Dance Company, was cast as the talent for the campaign.He brought the concept to life beautifully through his understanding ofmotion and movement of the human form and his own body.
Thecampaign will feature on pay and free to air TV, and in print, onlineand through social media channels for the next 12 months. The campaignwill go live September 5, 2010.
23 Comments
Looks like slo-mo will be the idea substitute of choice for quite a while yet.
Great spot. Hope they have the loot to run it.
It would have been very hard for Simon not to Direct this spot as he’s very capable.
Well done, sophisticated cool’
Sorry, I just fell asleep.
Sorry to rain on your parade, Bashful, but wouldn’t a lot of your target market think Van Heusen is a shirt brand, and that’s what the ad is selling?
you think they’d be a bit more bashful about this ordinary effort.
how the hell is this considered in any way great? sophisticated turds.
for shirts, right?
2:59, you’re completely right.
I just see a fancy new shirt.
when you say ‘created a sub brand’ does that mean you named shirt?
Great spot my arse…..looks like a Nissan ad….and they’re rubbish.
FORGETFUL
Where’s the Nissan? I was expecting a Nissan to drive through shot.
Shhhh – you hear that?
That’s the sound of one hand wanking.
Sorry, but in terms of giving Van Husen some style/cool factor, this totally works. Stop overthinking it.
5.50, stop underthinking it. It’s lame.
That picture looks like he’s had a sudden attack of very colorful diarrhea.
Well, I didn’t mind it. Not bothered with what the cynics say.
I like the idea of a suit you that ain’t restrictive/you can move around in easily etc etc and this spot communicates that without trying too hard.
It’s pretty cool. Not so sure about the choice of music – that left it a little flat I reckon but have to say, overall, this is solid work. Not award winning but def above average.
Sorry for being positive…
Not sure you get it, 7:56. Nowhere in the commercial does it say Van Heusen suits. You – and I – only know a suit is being advertised because we read it in the accompanying PR blurb on this blog. I doubt that shoppers will be provided with an explanatory pamphlet.
I have paint bombs thrown at me everyday…just this morning on the way into work someone said ‘hey’..next thing you know blue shit all over me.
9:22am are you a suit? in which case…get off.
If not then become one. What the f&*% is he wearing?
Isn’t that a -presumably Van Heusen – shirt under the suit, 9:31? You presume to speak like a creative, but that should not disqualify you from reason or logic, nor render you incapable of strategic thought..
Lame Old Hat. LOH.
I just saw the ad for the first time, knew it was an ad for a suit without any confusion and only came across this post as i was looking for another look at the ad.
Don’t over think it. It’s just an ad.
full disclosure, i am a suit, so feel free to attack my opinion. But i am also a consumer as well and i thought it was a good ad