Are you really up for meeting the Hilfigers?

Headshot of David Griner

Who is this highly coordinated clan tailgating outside the Vampire Weekend concert? Why, it must be the Hilfigers, a fictional family set to star in new ads and online marketing for Tommy Hilfiger. Created by agency Laird + Partners, the 16-character "Meet the Hilfigers" campaign kicks off with 10-page inserts in major magazines such as Vogue, GQ and Vanity Fair. Some of the family members will have Facebook pages, Twitter feeds, etc., which seems a bit much. It's going to take some pretty stellar writing to build an engaging, Wes Anderson-esque character study out of what is essentially just an overcrowded photo shoot.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."