Duluth Men’s
This campaign has been a defining feature of the Duluth brand for nearly a decade. With its (now iconic) intentionally clunky and sophomoric style, each new Duluth TV ad makes it abundantly clear the problem Duluth products solve for their target consumers – leading to great sales success stories. I’ve had a hand helping to make sure those product benefit stories are as clear and simplified as possible, helping to keep these ads on strategy while also protecting their creative integrity. Here are a few of my favorites…
Animation
BUCK NAKED.
“Average underwear throws a big, uncomfortable wrench into what should be a waltz. Fortunately, Duluth Buck Naked Underwear offers up the harmony of feeling barely there.”
We took classic moments from the videos that made Duluth Trading Company advertisements famous and created a whole new revival campaign.
This one even got picked up by MediaPost, Ad Week’s Agency Spy, Ad Age, and Little Black Book.
Salvage the Season.
“A Christmas campaign that addresses the chaos of 2020 with an ounce of absurdity and a whole lot of wit. Duluth’s here to help get this uncomfortable year back on the nice list.”
This :30 TV ad was accompanied by a :15 ad and a variety of Salvage the Season digital ads (YouTube pre-roll, GIFs, social, and web banners).
Find your inner flex.
“This denim campaign was built by crossing the flex-centric yoga world, with the burly Duluth world. A juxtaposition no one saw coming. The result? The Duluth guy comfortably showcase his unhindered flex in his Duluth denim.”
This :30 TV ad was accompanied by two :15 ads, three “Find Your Inner Flex” YouTube Preroll ads, and illustrated catalog cover + retail boards. Duluth Double Flex Denim sales doubled during the times the national ad was running.
Production Partners: Agency // Planet Propaganda – Illustrator // Sam Hadley
Dang Soft Underwear.
Problem: Un-soft underwear.
Solution: Dang Soft Underwear
What’s softer than a lullaby, a cloud, and a cuddly panda hugging your gird? Nothing, probably.
This :30 TV ad was accompanied by a :15 ads and resulted in the ads needing to be pulled off air early because Dang Soft underwear sold out after launching the campaign.
live actioN
center for underwear advancement
What better way to showcase Duluth’s innovation in product-design and technology, while also educating customers on the range of unders options than meeting the scientists behind the inventions themselves? This (fictitious) team of hiney heros will show exactly what Duluth means when it says it’s innovations are “designed and tested” by the best.
This digital campaign consisted of a hero video, and five accompanying product-specific innovation videos. It was also accompanied by illustrated catalog and retail boards, + this Center for Underwear Advancement webpage.
Production Partners: Agency // Planet Propaganda – Production Company // FND Films – Illustrator // Michael Koelsch