Carhartt - Rain Defender - (2014) :60 (USA)

This ad shows hard working people - well hard working men, really, though there's a woman spotted once in this ad - who trust their own gear and gear up to be able to get on with it, no matter the weather. Shot in dark grey colors as if in constant rain it shows men riding, climbing, carrying, sawing, and above all staying dry as all the water just rolls off their jacket. "We believe jackets and sweatshirts don't need umbrellas", part of the super says, as we watch how men get on with it building, cutting down, logging and working. I really like the attitude of this Carhart campaign, I think they hit exactly the right spot (see also t-shirt from earlier this year), as the clothes are durable and tough.

“Our consumers work in unpredictable elements and they depend on durable gear to get the job done,” said Tony Ambroza, senior vice president of marketing at Carhartt. “Often, there just isn’t time to run back to the truck or the barn to grab a rain jacket when wet weather rolls in. Wearing gear with Rain Defender® technology built in allows our consumers to keep working while staying warm and dry.”

“What we found along the way is, hardworking men and women trust their Carhartt, not their local weather forecast,” Ambroza further adds. “Having gear that protects against even the harshest weather conditions is just as important to them as their work truck, tool belt, hard hat, etcetera – they want to be prepared for whatever Mother Nature throws at them.”

The campaign will run primarily across national sports and outdoor programming networks with increased digital support on social media and sports web sites.

Carhartt Credits:
Company: Carhartt Creative Department
Creative Director: Brian Bennett
Copywriter: Brian Bennett, Mike Byrne, John Wargo
Art Director: Ron Harper
Producer: Randy Meza
Furlined Credits:
Production Company: Furlined
Director: Douglas Avery
President: Diane McArter
Senior Executive Producer: David Thorne
Producer: Greg Haggart
DP: Max Goldman
Editor: Nicholas Wayman-Harris
Editorial House: Union Editorial LA