Gant Highlights Its Ivy League Roots in Global Brand Relaunch
Campaign From BETC Includes Print Ads Featuring Former Ivy Leaguers
Sep 08, 2015
Fashion brand Gant wants you to know that, like Mark Zuckerberg, Barack Obama, Matt Damon and Claire Danes, it has an Ivy League background. The U.S. clothing company -- founded in New Haven, Connecticut (home to Yale) in 1949 and known for its button-down shirts -- has launched a global relaunch campaign out of French agency BETC that highlights these roots.
In the TV spot, an unseen narrator tells of all the future leaders he has seen while they were young -- athletes, presidents, internet entrepreneurs, Nobel prize winners -- as we see footage of beautiful young people in Ivy League dorms and courtyards, at demonstrations, playing sport and letting loose on the dance floor. All are wearing white Gant shirts. The film's ending reveals the narrator: the guy who runs the campus dry cleaning service.
The TV spot is accompanied by a print campaign featuring five former Ivy League students: Pulitzer-winning poet Tracy K. Smith; charity founder Jennifer Staple-Clark; painter Natvar Bhavsar; botanist and conservationist Mark Plotkin; and founder of digital agency Whole Whale, George Steiner.