Hugh Hefner Will Be Proud

What kind of guy wears Gant, the casual sportswear brand that has nearly disappeared in recent years?
According to TBWA Chiat/Day, he is a Playboy type who enjoys the finer things in life.
One new print ad in the $10 million campaign for Gant owner Phillips-Van Heusen, the New York agency’s first for the client since winning the account earlier this year, sets the tone: A black-and-white shot features a half-nude woman watching a man from bed on the morning after. “The only downside to female guests that stay for breakfast is they leave with your nicest shirts,” notes the copy. The other half of the ad (shown here) concludes, “Great sex is definitely Gant.”
Other executions take the same swinging approach: “Love affairs are definitely Gant” and “Cars you’d sell your soul for are definitely Gant.”
The work is “provocative” but “not rude,” said executive creative director Eric McClellan. “The definition of a Gant guy is a guy who knows about sex, affairs and fast cars.” -Michael McCarthy