Carhartt Plugs Rain Defender Technology, Disregards ‘Weatherman’

By Erik Oster 


Carhartt’s in-house creative team worked with production company Furlined to launch a fall integrated advertising campaign promoting the brand’s Rain Defender technology, available in select outerwear, sweatshirts, pants and accessories.

You’ll have to click through to view the clip, because some people think autoplay embeddable videos are a good idea.


To showcase the Rain Defender technology in the 60-second “Weatherman” the Carhartt and Furlined team traveled to rainy Washington state to capture arborists, dock workers, farmers, and ranchers battling the elements in Carhartt gear to get the job done. The spot opens on a man watching a weather report calling for clear skies and sunny weather. “Leave the rain gear at home,” the weatherman says, but when he glances outside he sees it is already raining. He slips on his Carhartt jacket, steps outside, and gets to work.

“…hardworking men and women trust their Carhartt, not their local weather forecast,” said Tony Ambroza, senior vice president of marketing at Carhartt. “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 broadcast campaign will run primarily across national sports and outdoor programming networks, and will be aided by digital support on social media and sports websites.


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