New Hilfiger Spots Air

Arnell’s First Work Uses Movie Set Glamour
NEW YORK–Seven new TV commercials for Tommy Hilfiger jeans star actor Elijah Wood, singer Usher and cross-promote sci-fi thriller The Faculty, which is slated for release in December.
The actors also resemble the consumers Hilfiger seeks: multi-ethnic 15-to-24-year-olds.
Two spots feature young couples who kiss at the urging of an off-screen director whose voice is provided by Peter Arnell of Hilfiger’s ad agency, Arnell Group Brand Consulting here. Two other ads show teens screaming in fear in a brief scene from the movie.
In all of the spots, which were filmed on the set of the Dimension Films release (for which Hilfiger provided wardrobe), the action is letterboxed. The scenes dissolve into Hilfiger’s familiar red-and-white logo to display the tagline, “Make a scene.”
They are Arnell’s first work for Hilfiger since winning a review that included Margeotes/Fertitta + Partners, M&C Saatchi, Messner Vetere Berger McNamee Schmetterer/Euro RSCG and Deutsch, all in New York.
The first spot broke two weeks ago; a new one will break every two to four weeks. As each ad premieres, the prior one will be retired.
“The commercials are all about our attitude and a whole culture,” said Peter Connolly, executive vice president, global marketing for Tommy Hilfiger USA.
Hilfiger’s last TV work featured celebrities and their kids with the tagline, “It’s in the jeans.”
The new work is running on MTV, VH-1, BET and Comedy Central. It is supported by spreads in magazines such as Rolling Stone and Seventeen. Spending is estimated at $20 million.
Another $30 million will be spent on print and TV ads for other Hilfiger lines. The total ad budget, $50 million, is about twice that of last year.