TOMMY’S SPRING AD FLING
Byline: Lisa Lockwood
NEW YORK — “We’re doing an extension of what we began with, but we’re not remaining quite as young,” said Tommy Hilfiger, describing his new spring ad campaign.
And while the ads show products, they’re more about creating a brand image for the line this season, said Hilfiger.
The designer, whose original women’s sportswear and fragrance ad budget was $25 million for the first year, has boosted its funding to $35 million for the first 18 months due to the initial success of the apparel and Tommy Girl fragrance.
The spring ads, which have a spirited, outdoorsy feel, were created by Toth Advertising and feature Leilani Bishop and Kiara — both of whom were used last fall — as well as Greta Cavazzoni and Navia, and male models, Jason Lewis and twins Charles and Charlton. Arthur Elgort shot the campaign in Key West, Fla.
A 10-page insert will run in the April issue of Vanity Fair, and spreads are appearing in magazines such as Marie Claire, Harper’s Bazaar, W, Glamour, Elle, Mademoiselle, Vogue, Allure, the New York Times Magazine, Sports Illustrated Swimsuit issue, Conde Nast House & Garden, Entertainment Weekly, Premiere, Cosmopolitan and US.
Images will also run on New York buses, phone kiosks and commuter rails, as well as in outdoor venues in such cities as Los Angeles, Atlanta and Boston.