Gant, the clothing brand known for its preppy look, plays on its legacy heavily in a new film celebrating its 70th anniversary.
The spot, by B-Reel is set in an Ivy League dorm room, and starts in the '50s as we see a serious young man arrive at college, meeting his roommate and writing away on his typewriter before submitting a piece of work wearing a button-down shirt. It then moves through the decades, with each era representing an iconic piece of clothing, from the button-down white shirt to the blazer, the chino, the cable knit sweater and the Varsity jacket. Along the way we see the times-a-changing, with students debating the Vietnam war, listening to headphones, writing memos on their wrists (ah, those days before smartphones), and finally, in the Millennial age, applying for jobs like "sustainability data analyst."
Philippe Tempelman at Indio directed the spot, which encapsulates a stylish look for the brand (which was in fact founded in New Haven in 1949, so it's authentic enough) and carries a message about every decade representing a "new beginning."
“There’s an aspect of curiosity in Gant's brand promise of "Never stop learning" that we wanted to illustrate by telling the story of this dorm room. Starting something new, whatever it may be, is an experience that anyone can recognize and relate to,” says Philip Arvidson creative at B-Reel.
The global campaign will be focused heavily on social media and the film will also be screened in cinemas in countries including Russia, Greece, Italy and the Nordics.