Apparel

It Took Three Child Actors to Get This Scene Right in the New Garanimals Ad

Working with toddlers in commercials can be tough. Sometimes, the wee thespians just can't take direction. In these cases, alas, the kid most definitely does not stay in the picture. David Bernstein, chief creative officer at The Gate Worldwide, and his team faced just such a challenge as they shot new spots for iconic children's clothing brand Garanimals. The apparel has been sold exclusively by Walmart since 2008, and the new ads introduce the line "Big on cute. Small on price," because Garanimals items start at less than $4. "Everybody remembers Garanimals" from the brand's 1970/'80s heyday, Bernstein says. In that era, the colorful tops and bottoms could be easily mixed and matched by youngsters based on which critters appeared on the items' hangtags. (Those tags were discontinued when the label began specializing in clothes for newborns and the 5T set.) "Even first-time moms have probably been exposed and maybe even have worn the brand as a child," says Bernstein. "Part of our target audience live in multi-generational homes. The media strategy and selected programming allows one generation to remind the other about the brand and to speak of its virtues." To facilitate production when working with kids, "You always cast several actors for the day of the shoot," he adds, "because they don't always want to act on the day of the shoot."

The Lee Man and Lee Woman Do Ridiculous Lee Things in Jean Maker’s Upbeat Rebrand

Lee Jeans are back, and they're full of action. After fading from pop consciousness in recent years, the denim label has launched a major rebranding campaign from GSD&M, themed "Move Your Lee," featuring a tongue-in-cheek portrayal of the archetypical "Lee Man" and "Lee Woman" getting into all kinds of hijinks, thanks to their pants.

In Its First Global Campaign, Uniqlo Ponders Why We Get Dressed Every Day

"Every day we get dressed ... but why?" That's the question that opens "Why Do We Get Dressed?" for Uniqlo Lifewear. Created by Droga5 New York, the brand's first-ever global campaign features a man running through a crowded plaza as a narrator with a soft British accent expounds on what clothing means to us. "Do you just throw something on because you're late?" she asks. "Do you choose based on your mood, on the weather? The weather can change your mood, just like that..." The calm voiceover, spread over the slow-moving image of a man rushing toward something—a woman? A job interview? A cat in a tree?—delicately unwraps the thoughts that slip through our minds as we prepare for the day. What outfits or fabrics do we choose to feel safe, to protect ourselves, to fit in?

How Nike Brilliantly Ruined Olympic Marketing Forever

Unless you happen to be a company like GE, Coca-Cola or McDonald's—a brand that can afford the reported $100 million to $200 million it costs to be an official Olympic sponsor—you'd better not mention the Rio games in your marketing.

Despite Backlash, Calvin Klein Keeps Its Racy New Ads Online

Calvin Klein surely knew its new ad campaign would ruffle some feathers, which is probably why it's choosing to weather the storm of online outrage rather than back down on its new creative.

High-End Hunting Apparel Is Killing It With Hipsters and Baby Boomers

Hunting: It's not just for the Duck Dynasty set anymore. The activity so often associated with rural America is increasingly being marketed as an adventure sport, with more consumers signing up for "luxury" hunting trips and buying high-end gear and apparel.

Why a Mainstream Fashion Advertiser Like Diesel Decided to Go Big on Pornhub

If you're one of Pornhub's 60 million daily visitors, you might be wondering why you saw ads this month for clothing brand Diesel rather than, say, male enhancement pills or hot singles in your area.

This Week’s Must-Haves: a Hoverboard That Actually Hovers

This week, the Adweek staff is highlighting an emoji pendant, a smartphone-controlled hoverboard and a chic scarf. Take a look! 

There’s a Story Behind Christopher Walken’s Fancy Sock in the Kia Commercial

Stance socks has a starring role in a Super Bowl commercial this year, and the brand didn't have to shell out $5 million for the privilege, either.

Under Armour’s New HealthBox Fitness Tool Combines a Scale, App and Wearables

Under Armour wants to prove that it can play alongside the big sports and tech brands, and the apparel brand is making its first foray into fitness tech and wearables to prove it.