Izod’s debut Super Bowl ad, the internally created “In the Snow,” shows golf and other outdoor activities taking place in snowy terrain that unexpectedly melts into a sunny, warm showcase of pursuits such as jumping off of an Izod boat into the water.
An Izod sibling within apparel giant Phillips-Van Heusen, the Van Heusen brand itself, also ran a 30-second spot in Super Bowl XLI ("Dress for Success").
The goal was to stand out while other apparel companies were in hibernation, according to company executives. "Relative to our competition, we'll be making noise when they're not," said Mike Kelly, Phillips-Van Heusen exec VP-marketing, told Ad Age in January 2007.
The two pair of Super Bowl commercials were a significant investment for PVH, which spent $2 million in measured media spending across all of 2005, Ad Age reported at the time. The highest-priced Super Bowl spots were selling for $2.6 million per 30 seconds.
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