Carhartt Asks: “What Would You Say To The Person Who Gave You A Work Ethic?”
Workwear brand’s #ThankYou campaign highlights the power of mentorship
DEARBORN, Michigan – (Nov. 8, 2018) – Carhartt, America’s premium workwear brand since 1889, is using its fall campaign to ask the country’s hardest-working people what they would say to the person who instilled in them the spirit of hard work. The brand’s latest commercial captures a series of heartfelt moments when mentors read handwritten thank-you notes from someone they’ve provided guidance to in their life.
Watch the emotional reaction as mentors read their thank-you letters: https://youtu.be/smlF18FcnHw
“All hardworking people have someone to thank for the values and incredible skills instilled in them throughout their lives,” said Tony Ambroza, chief brand officer at Carhartt. “Carhartt recognizes the power of mentorship and the impact it has on each generation – especially within the skilled trades. Whether your mentor is a parent, teacher, or friend, this campaign reminds us that it’s important to give thanks to those who’ve shaped our work ethic.”
.@Carhartt understands the power of mentorship and those who gave us a work ethic. #ThankYou Tweet
The hardworking people featured in the campaign include fisherwoman Rebecca Winnier, NFL dad, Von Miller, Sr., and surfboard shaper Josh Martin, among many others.
Martin, who has been shaping surfboards for more than 30 years, first learned the craft from his father, Terry. Both played an important role in shaping a board for surfing’s youngest World Title winner, Rachael Tilly.
“The list of people [my dad] shaped surfboards for is amazing, but I’ve never seen him more excited than when he shaped a surfboard for Rachael,” said Josh Martin. ”My dad would always be at peoples’ service. He didn’t want to tell them what they needed. He would listen to people, he would listen to where they surf, he would hear their dreams, and he would try to make their dreams a reality.”
The campaign’s commercial will air nationally throughout the rest of the year during live college football games on ABC and ESPN. The campaign can be seen via broadcast and live streaming on ESPN, as well as across Carhartt’s social media platforms.
Campaign Credits
Client: Carhartt, Inc.
Agency: Carhartt Creative Department
Creative Director: Brian Bennett
Copywriters: Adam Prewozniak
Art Directors: Adam Prewozniak / Ron Harper / Travis Yarrington
Executive Producer: Jason Momoa
Producers: Chris Robinson / Matt Cleary / James Mendoza / Kris Regentin
Production Company: Pride of Gypsies
Director: Brian Andrew Mendoza
Directors of Photography: Brian Andrew Mendoza / Thomas Scott Statton
Editor: Damien Riddell
Sound Design: Ozone Music and Sound
About Carhartt, Inc.
Established in 1889, Carhartt is a global premium workwear brand with a rich heritage of developing rugged products for workers on and off the job. Headquartered in Dearborn, Michigan, with more than 5,100 associates worldwide, Carhartt is family-owned and managed by the descendants of the company’s founder, Hamilton Carhartt. For more information, visit www.carhartt.com.
Contact:
Erica Salomon
Carhartt, Inc.
(313) 749-6632
[email protected]
Tim Gilman
The Brand Amp
(562) 708-7893
[email protected]
