Brand: Tommy Hilfiger Apparel
Agency: In-House
Review Date: February 10, 2009
Tommy Hilfiger strives to tell "American Stories" in a new global print, out-of-home and online campaign produced via its in-house creative team in tandem with Radical Media.
The work is high-concept in that it seeks to present a "cinematic treatment of iconic American cities," so, starting with Los Angeles, the nation's film capital, makes sense.
The oddly bland executions, unfortunately, should have been left on the cutting-room floor, as the spirit of L.A. is missing entirely, and the work looks as if it could have been shot almost anywhere.
Cliches of the Hollywood scene -- like a movie location trailer and actors holding scripts -- might not even be immediately recognizable as such to consumers quickly flipping through the pages of magazines. Another take in a new setting is sorely needed. Here's hoping Tommy's act plays better on Broadway.
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