Banana Republic has teamed up again with Jared Goff, a two-time NFL Pro Bowl selection and Super Bowl contender, for its latest campaign.
The brand’s newest campaign offers a humorous take on the duality of Goff’s California style roots – NorCal (Northern California) vs. SoCal (Southern California) – with a meme-driven social media approach full of playful GIFs, images, and site experiences.
Inspired by Goff as his own style wingman and alter ego, the fall 2019 campaign is an amusing product-driven style story with a twist of situational humor. In the creative, Goff comically faces off against himself, spoofing his own body double in a bromance that shines a spotlight on the fashion and versatility of Banana Republic product through Goff’s style playbook.
The campaign is a personal one for Goff given it was shot in his Los Angeles home and revolves around some of his favorite activities off the field – from playing golf and poker to cannonballing in the pool, among other shenanigans. In each scenario, Goff wears key Banana Republic pieces that showcase fall fashion and premium fabrics, including new smart-weight wool suiting separates, iconic outerwear, and modern classics like a vegan suede utility coat and cashmere hoodie.
“Jared’s confident personal style allowed us to feature the range of our most iconic products in a new way,” said Mary Alderete, chief marketing officer at Banana Republic. “This new campaign may be unexpected for the brand in that it’s built around social media memes, which is disruptive for the fashion category. It’s exciting to push the media mix in ways that are most relevant to Jared’s fans and our customers who want to see how Banana Republic pieces work in Jared’s lifestyle – and in this case, with a comic twist.”
“These style memes of me goofing off, or should I say Goff-ing off, were hilarious to shoot,” added Goff. “Most fashion campaigns are really serious, but my style is more effortless, so the humor of using me as a cast of characters opposite myself makes fashion fun.”