PVH Corp. [NYSE: PVH] announced that it has partnered with comedy website Funny Or Die as part of the “ Van Heusen Institute of Style” campaign. The “Institute of Style”, now in its second season, is designed to help men across America step up their style. The new video collaboration, which debuted yesterday on VanHeusen.com, features Van Heusen spokesmen, and football greats, Steve Young and Jerry Rice, along with newcomer quarterback Matthew Stafford.
“This is a great moment for the ‘ Van Heusen Institute of Style’,” said Mike Kelly, Executive Vice President of Marketing for PVH. “Collaborating with Funny Or Die for the ‘Institute of Style’ is the perfect way to bring together sports, style and humor, three things that resonate with our target consumer.”
In September, Stafford was added to the “ Van Heusen Institute of Style” campaign, as the latest student to go from style “trainee” to “graduate.” In this first-of-its kind video for the brand, Stafford passes on the lessons he learned from Young and Rice to an everyday ‘schlub’ as he learns what it takes to dress the part to land a small business loan.
“Matthew, Steve and Jerry were naturals shooting this video,” said Chris Bruss, Vice President of Branded Entertainment for Funny Or Die. “This is a great example of a brand understanding how to connect with their consumer through humor and working with our creative team to create both entertaining and engaging content.”A teaser commercial spot, designed to look like a feature film trailer, debuted on NBC’s November 18 broadcast of Sunday Night Football, driving fans to VanHeusen.com to view the full video and explore the “Institute of Style” site. Additional promotion includes distribution across a variety of sport and lifestyle sites, a dedicated microsite page on the Funny Or Die website and promotion surrounding the video on both Funny Or Die and PVH’s owned sites. The “ Van Heusen Institute of Style” campaign has been activated on multiple other touch points, including point-of-sale materials at participating retailers, and on-air and print advertisements, which will run across ESPN, NBC Sports, the NFL Network, GQ, ESPN The Magazine, among others . About PVH Corp. PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos. Twitter: @vanheusen Facebook: Facebook.com/vanheusen ABOUT FUNNY OR DIE Funny Or Die launched in April 2007 and has quickly become the top destination for comedy on the web. The site has over 16 million unique users per month, over 60 million video views per month, and has grown into a vertically integrated 21st century digital studio that produces high quality content over numerous platforms, operating a social media and marketing division with over 4.7 million Twitter followers (#1 Comedy Brand), approximately 1.8 million Facebook fans and devoted followers on numerous social networking and sharing sites. Funny Or Die has become the "place to be seen" for comedic celebrities, and the obvious destination for a daily comedy fix.
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