Dillard’s Line to Break New Work

Frierson Mee + Partners celebrates the suburbanite in its first campaign for Daniel Cremieux, an exclusive menswear line at Dillard’s department stores.

The New York-based shop is set to break 13 print ads in May books that depict men—clad in the French designer’s clothes—in everyday, endearing situations.

One ad shows a fellow looking playfully at the canaries perched upon his head and body; the ad dubs him “The Charmer.” In another, a man wearing a short-sleeve oxford shirt and crisply pressed, pleated shorts is cutting his dog’s shag using a colander as a guide. Copy calls him “The Best Friend.” There is no tagline.

“This is a suburban Cary Grant [with a modern twist],” said FMP exe cutive creative director James Hitchcock. He noted the ads romanticize the models to target mainly 30-something women who are buying for the men in their lives. The new positioning up dates last year’s ads for the line, done in-house by Dillard’s, which showed a more traditional brooding model.

Print will run in books such as Southern Living and Golf Digest. Radio, direct mail and in-store promotions will also break nationwide this spring.

The ads mark the first creative from Hitchcock since coming to FMP in October. Best known for his Target work, he joined the shop when his former employer, Kirshenbaum Bond & Partners, took a minority stake in it late last year.

The client, based in Little Rock, Ark., launched the line last year. FMP won the account about six months ago. The budget was undisclosed; Dillard’s spent about $190 million on ads in 2000, per Competitive Media Reporting.