{"id":345,"date":"2017-12-31T21:19:08","date_gmt":"2017-12-31T21:19:08","guid":{"rendered":"http:\/\/ideedekunst.ee\/en\/?p=345"},"modified":"2020-10-14T18:29:59","modified_gmt":"2020-10-14T18:29:59","slug":"one-advertisement-tommy-hilfiger","status":"publish","type":"post","link":"https:\/\/ideedekunst.ee\/en\/one-advertisement-tommy-hilfiger\/","title":{"rendered":"One advertisement: Tommy Hilfiger"},"content":{"rendered":"

Before the online age reaching the mass audience was much more intriguing and exciting. You could get the most driving feedback from newspapers and magazines or TV and radio, but if you had a good product and good idea for the ad, you could reach out with the help of outdoor advertising. One of my favourites in outdoor advertising history is Tommy Hilfiger.<\/strong><\/p>\n

In 1985 Tommy Hilfiger was nobody on the global level. But the advertising art director George Lois decided to introduce the talented fashion designer with a really courageous outdoor campaign.
\nSet to straight away.<\/p>\n

The billboard was huge and in the heart of Manhattan. Usually, when your name is written down in three-metres-high letters over New York’s Times Square you should be a star already. However, with Hilfiger it was the other way round. Hilfiger was almost nobody, but his name was side by side with the world famous names and brands!<\/p>\n

So, back in 1986, the arrival of Hilfiger’s fashion brand was introduced by a huge billboard in Times Square and comparing the unknown Hilfiger with the American greatest fashion designers (and also household names).<\/p>\n

\"Hilfiger_NYTimes\"
Billboard of Tommy Hilfiger in New York Times Square. Picture: New York Times<\/em><\/figcaption><\/figure>\n

The debut campaign for his label read:<\/strong><\/p>\n

The 4 great American designers for men are:
\nR _ _ _ _ L _ _ _ _ _
\nP _ _ _ _ E _ _ _ _
\nC _ _ _ _ _ K _ _ _ _
\nT _ _ _ _ H _ _ _ _ _ _ _<\/p>\n

At the bottom of the poster there was also the address to Hilfiger\u2019s shop.
\nNew York and the rest of the Americans understood immediately that the first three names are Ralph Lauren, Perry Ellis and Calvin Klein. The last name, competely unknown, was comparing himself to all the famous designers! The ad was outrageous and this kind of arrogance (or confidence?) was never seen before.<\/p>\n

“In most households, the first three names (Ralph Lauren<\/strong>, Perry Ellis<\/strong> and Calvin Klein<\/strong>) are household words. Get ready for another. His name (hint) is Tommy. The second name is not so easy. But in a few short months everybody in America will know there’s a new look in town and a new name at the top. Tommy\u2019s clothes are easy-going without being too casual, classic without being predictable. He calls them classics with a twist. The other three designers call them competition,\u201c read the campaign.<\/p>\n

 <\/p>\n

\"Hilfiger_Art_of_ideas\"<\/p>\n

Unfortunately I could not be there myself, but suddenly the whole city was talking about the campaign and Tommy Hilfiger became an overnight sensation.
\nHilfiger has said that if he hadn\u2019t done this kind of campaign, he would probably be poor today.<\/p>\n

Basically this campaign made Hilfiger think about his reputation more than ever because his career was on the line. And this campaign made him work harder than ever to justify the hopes.<\/p>\n

Hilfiger has commented: \u201eI rolled up my sleeves and worked harder than I ever thought I\u2019d work. I knew there would be only one way to prove the naysayers wrong, and that would be to come out with amazing clothes, so I literally rolled up my sleeves and worked like an animal making sure that every button, every zipper, every button hole, every color, every fit, every fabric was to perfection.”<\/p>\n