MEN’S WEARHOUSE UNVEILS A COMEDIC CAMPAIGN WITH PARTY LAND, SIGNIFYING A PIVOTAL BRAND EVOLUTION
Men’s Wearhouse is debuting a comedic ad campaign that signifies a pivotal brand evolution focused on redefining its image for the next generation of consumers. The retailer partnered with creative agency Party Land on its spring campaign as the retailer looks to foster sustained growth and engagement with both new and existing customers. The campaign aims to infuse a renewed perspective into the brand’s “Love the Way You Look” platform, strategically positioning Men’s Wearhouse as a contemporary and relevant choice for both special occasions and everyday wear. The campaign is designed to spotlight the brand’s versatile services and wardrobe offerings beyond tailored formalwear, engaging customers in new and unexpected ways.
Men’s Wearhouse has also hired Ovative Group to oversee media. Ovative’s depth of experience in retail will bring a contemporary view on how to ensure effective placement of the Men’s Wearhouse creative, which will help broaden perceptions of the brand and deliver strong consumer engagement.
The “Love the Way You Look” creative campaign follows a young adult male as he confidently navigates between different life moments and occasions, such as a wedding, a job interview, and a round of golf, relying on Men’s Wearhouse each time to find the fit that makes him love the way he looks. So empowered is our main character by his look, he emerges from the store with a burst of adrenaline, shouting “I can do anything!” and approaches each event with gusto and wit. With Men’s Wearhouse as his go-to apparel ally, he effortlessly wins ‘best wedding guest’ with his dance moves, nails his job interview based on confidence and style, and scores an impromptu marriage proposal on the golf course. Each moment is infused with humor, highlighting a new comedic tone that Men’s Wearhouse has adopted to connect with a broader audience. The campaign was directed by Tool of North America’s Hannah Levy, a Saturday Night Live director known for their hilarious digital short films.
“My favorite part of being a comedy agency is working with the clients to find the right kind of humor to use for the brand. Comedy isn’t a one-size-fits-all solution and I love where we’ve landed with Men’s Wearhouse. It’s energetic, fun, and surprising for a brand that historically has some comedy in their DNA, but needed to dust it off and modernize their voice for a new generation of customer,” said Matt Heath, co-founder and chief creative officer, Party Land.
“Men’s Wearhouse is known and trusted for how we make our customers look and feel for their most important moments, but research has shown that they’re ready to consider us for solutions for their everyday needs. As we looked at how we wanted to convey the range of product as well as the incredible service from our in-store consultants, the team at Party Land came with ideas that got us immediately excited,” shared Matt Repicky, Senior Vice President & Chief Brands Officer at Tailored Brands. “This repositioning for Men’s Wearhouse represents our intention to create reconsideration for the brand, evolve how and where we’re speaking to customers, and to get some laughs along the way.”
The “Love The Way You Look” campaign will begin airing nationwide on broadcast and connected TV on March 18, 2024, at 9 a.m. EST and will run across social and digital media platforms.