by Stephen Garner

American workwear brand Carhartt has released its 2016 spring marketing campaign which focuses on 127 years of the brand’s product advancement. The commercial, produced and directed by actor Jason Momoa and his production company, Pride of Gypsies, is his third collaboration with Carhartt in addition to the brand’s 2015 spring and fall campaign commercials.

For nearly a month, Carhartt, Momoa and his team, traveled across the U.S. from Detroit, to North Carolina, New Mexico, California and as far as New Foundland to capture the story of founder Hamilton Carhartt, who started Carhartt as a horse-and-wagon salesman in 1889.

The commercial begins with founder, Hamilton Carhartt, selling denim overalls to railroad workers and ends with pitcher and rancher, Madison Bumgarner, throwing an axe while wearing a Carhartt Force Extremes T-shirt. Additionally, the Carhartt archive supplied actual quotes, newsletters and other marketing materials from Hamilton Carhartt to craft the commercial’s script in the founder’s own words. The commercial voice over was performed by actor and brand enthusiast, John C. McGinley.

“Our future is in our heritage,” said Tony Ambroza, senior vice president of marketing at Carhartt. “From the company’s earliest days of creating durable denim overalls for railroad workers to our current fastest-drying, odor-fighting Force Extremes gear, our focus remains solely on creating rugged products that work hard for our consumer. The spring marketing campaign shines a spotlight on our founder’s mission to create the hardest-working and longest-lasting gear for those who take on the rugged corners of the Earth, and today, that mission remains unchanged.”

The national campaign will run across multiple media platforms including TV, digital and mobile through May 2016.