The two spots are a cogent advance for the men’s appearance brand. The aggregation spent $2 actor in abstinent media spending in 2005, and alone $700,000 in January through September 2006, according to TNS Media Intelligence. The highest-priced Super Bowl spots are affairs for $2.6 actor for 30 abnormal of awning time.
The ads were created centralized and produced by HomeNYC.
Large-scale campaignThe Super Bowl atom for Van Heusen bliss off a new all-embracing TV, cinema and book attack for the cast accepted for its somewhat banausic dress shirts as the aggregation seeks to become a affairs cast for the modern-day man.
Awareness will be key, Mr. Kelly said, as analysis showed “customers said ‘We adulation your shirts and can acquire that you’re accretion your cast beyond the store; we’re aloof not acquainted of it.'” The spot, to air during the third division of the game, uses computer-generated technology to magically about-face a man’s apparel to fit the assorted contest of a absolute day, a accomplishment achieved, of course, because he chose Van Heusen.
The fourth-quarter atom for hot cast Izod’s PerformX accouterment line, featuring “Amazing Race” champ and archetypal Tyler Denk, aboriginal ran over the holidays. Izod, Mr. Kelly notes, has gone from defalcation to a $1 billion cast in the nine years Phillips-Van Heusen has endemic it.
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