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WWDStyle issue 01/14/2011

“The Hilfigers” are heading to the country club in Tommy Hilfiger’s spring advertising campaign, which breaks next month.

“We were inspired by the spring collection’s twisted take on preppy and the Hilfigers’ infatuation with American pastimes,” said Tommy Hilfiger.

This story first appeared in the January 14, 2011 issue of WWD. Subscribe Today.

Spring ads show the Hilfigers, a fictional all-American family made up of eclectic characters, partaking in the preppy rites of spring. There is Sudden Death Croquet, Triples Tennis, Sing-Along Ping-Pong and a Golf Cart Road Rally. The images feature the characters in full-out preppy regalia, wearing clothing from all of Hilfiger’s lines: the global runway collection; the U.S. sportswear collection sold at Macy’s; the European sportswear collections, and the respective licensed accessories. Hilfiger’s company generates volume of $2.6 billion worldwide, with the Macy’s exclusive collections accounting for $250 million of it.

Photographed in Los Angeles by Craig McDean, the ads were styled by Karl Templer. Trey Laird of Laird+Partners served as creative director. The cast is the same from the fall 2010 campaign, along with a few new members. The two basset hounds, Morgan I and V, are back for another appearance.

“It takes us back to our roots, and it’s even more relevant for today,” said Hilfiger. “It clearly identifies who Tommy Hilfiger is as a global brand. We’re inclusive and eclectic, and we are preppy to the max in a very hip way. It captures our heritage and it celebrates a diverse group of people.”

Called “El Country de-la-Club-ius,” the campaign will break worldwide in a multimedia program encompassing online, print, outdoor and social media. Ads will run in the March editions of major fashion magazines; outdoors, and on and the brand’s Facebook and Twitter channels.

Hilfiger officials declined to reveal the spring budget. Hilfiger spent $32 million on marketing in 2009, excluding fragrances, according to published reports. In a story in July about the launch of “The Hilfigers” global campaign, Avery Baker, executive vice president of global marketing and communications at Hilfiger, a division of Phillips-Van Heusen Corp., noted the company planned to increase its spending for the year by 60 percent. The firm spent an additional $7.5 million on TV holiday spots.

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