New Zealand menswear brand Hallensteins captured a fair bit of attention with its last ad, which was shot on the Bonneville Salt flats in Utah and featured motocross star Carey Hart. And it's headed overseas once again for another impressive spot to coincide with the launch of its winter collection, this time teaming up with The Script lead singer Danny O’Donoghue and heading to Cuba.
The 60-second TVC by creative agency Lachlan McPherson and Friends aired for the first time yesterday and explores the notion of Hallensteins' long-time brand theme of ‘brotherhood’, something post-revolutionary Cuba is founded on, for better or worse. And, as McPherson says, the brand was "inspired by the way a group of ‘brothers’ could build a culture that is part of modern legend".
The ad features the Hallensteins ‘brothers’ walking through the photogenic streets of Havana to the tune of The Script’s song, ‘Paint The Town Green’, playing basbeall on the road with the locals, driving around in a classic car flying the Cuban flag and exploring a few of the things the city has to offer (what, no counterfeit cigars or corrupt officials?). General manager Glenn Hunter says because of its growing online business, Hallensteins' reach is becoming more global, and O’Donoghue has global appeal.
"He’s had over a billion views on YouTube; he’s a multi-platinum artist, and has been a coach on The Voice UK but he has never modelled before, so Hallensteins was thrilled to give him his first modelling job. Danny loves our latest range, which includes sleek premium suiting with stretch fit technology, as well as new season designer chinos."
The Script will also tour Australia and New Zealand in April and May.
In addition to the trip to Utah, Hallensteins has also filmed one of its ads in Mexico.
According to the NBR, shares of Hallensteins/Glassons rose to a year high after the retail chain said it expects half-year earnings to rise by about a third after robust Christmas trading with positive growth continuing through January.
“Post-tax earnings may rise to between $8.1 million to $8.3 million in the six months ending Feb 1, from $6.2 million a year earlier. The shares rose as high as $3.60, and were recently up 9.2 percent at $3.45.”
Client: Hallenstein Brothers
Agency: Lachlan McPherson & Friends
Production Company: Perceptual Engineering
Director: Jon Baxter
DOP: James Brown
Producer: Lani Feltham
Music: ‘Paint the Town Green’ by The Script