Bonobos expands the meaning of 'masculine' in first national TV spot

The Observatory continues a campaign showcasing the diversity of men's looks and experiences

Published On
Jul 18, 2018

Editor's Pick

Bonobos is back with another marketing push following its Project 172 campaign focused on male diversity earlier this year. The Walmart-owned menswear brand will air a 90-second commercial, its first national TV ad, during the ESPY awards Wednesday evening. In the spot, a diverse cast of men question traditional definitions of the word "masculine." The "Evolve the Definition" campaign will also include a digital and social media push. Bonobos worked with Observatory on the push.

Credits

Date
Jul 18, 2018
Brand:
Bonobos
Agency:
Observatory
Production Company:
Observatory
Media Agency:
Exverus
Digital Production:
Use All Five
Co-Director and Editor:
Michael Rohrbaugh
Social Content Assistant Editor:
Imran Virani
Social Content Assistant Editor:
Brendan Merrill
DP / Audio:
Thabo Wolfaardt
2ND unit DP / Still photographer:
Herman Asph
Music:
Evan Goldman
Website:
Use All Five
Final Mix:
Barking Owl
Mix:
Mike Franklin
Titles:
Francesco Brunotti
CEO:
Jae Goodman
Co-Chief Creative Officer:
Todd Hunter
Creative Director:
Joseph Saroufim
Senior Art Director:
Bianca Pettinicchi
Francesca Bonomi
Head of Production:
Chris Totushek
Senior Producer:
Carly Allen
Associate Producer:
Chloe McHugh
Production Coordinator:
Kate Oh
Head of Strategy and Entertainment Consulting:
Amia Lazarus
Brand Executive:
Samantha Oto
Junior Brand Executive:
Brooks Varni
Creative Services Manager:
Julie Reizes
Media Agency:
Exverus
President:
William Durrant
Head of Media and Strategy:
Talia Arnold
Group Media Director:
Adrienne Holthaus
Head of Operations:
Jack Win
Video Buyer:
Caroline Palacios
Integrated Media Planner:
Denise Renesto
Social and Performance Manager:
Esi Mensah
Digital Production / Microsite:
Use All Five
Co-founder and Project Lead:
Levi Brooks
Co-founder / CTO:
Jason Farrell
Creative Director:
Yuji Sakuma
Director of Technology:
Bret Morris
Senior Developer:
Jenni Cheung
Senior Developer:
Kei Yasui
Sr. Designer:
Mindy Nguyen
CEO:
Micky Onvural
Senior Brand Marketing Associate:
Colin Canny
Brand Marketing Manager:
Rachel Kwon
Editorial Director:
John Jannuzzi
Senior Director Brand Marketing & PR:
Colleen Conkling

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