Haggar Shown to Last in ‘Stop Time’

DALLAS Haggar Clothing Co. is launching a multimillion-dollar campaign for a new line of clothing with TV, radio and print ads created by Foundation Design, the client said.

The “Stop Time” campaign’s TV spot shows men in Haggar ForeverNew shirts and pants moving casually through a world rushing by at high speed. The independent Seattle agency’s commercials use the 1960s Chambers Brothers song “Time Has Come Today.”

The “Stop Time” theme is intended to represent the clothing line’s resistance to fading, shrinking, wrinkles or stains, the Dallas-based company said.

The media budget, described only as “multimillion-dollar” spend, will represent “the most money the company has ever spent on an ad campaign,” said Marina Hoffman of LaForce & Stevens, Haggar’s public relations firm. The effort targets adults 35 to 54 years of age and will exceed more than 400 million consumer impressions, the client said.

Foundation, a Seattle independent, has represented Haggar for five years, said account supervisor Meghan Pitts.

Print ads are appearing in September issues of national magazines such as Vanity Fair, GQ, People, Sports Illustrated, Cargo and Giant. National television spots will run on ABC, CBS, ESPN and Fox, during pro football shows such as NFL Countdown, NFL Primetime, NFL Sunday and NFL Today and on college football telecasts, the client said. Radio ads will air on talk and sports programs.

Haggar, a publicly held company, is currently bidding for the Dockers line of casual slacks owned by Levi Strauss & Co. against rival Perry Ellis.

Haggar spent $2 million on advertising in 2003, according to Nielsen Monitor-Plus