An American icon re-introduces itself to America.
When an iconic American brand does its first TV commercial in over ten years, it better be good. It better grab you by the collar. And the “Wolves” TV spot for Carhartt certainly did that — although, in the commercial, the wolf actually grabs the Carhartt wearer by the sleeve. Everyone knew Carhartt was tough enough to protect you from everyday on-the-job nicks and scrapes, but who knew Carhartt could also protect you from a ravenous wolf? The “Wolves” commercial certainly got noticed by America. As it turns out, it also got noticed by the judges of the world’s most prestigious advertising awards show. In 2010, they named “Wolves” to the Cannes Lions’ short list of the best apparel commercials in the world.
So how do you follow up on a success like “Wolves?” It not easy, but it appears this year’s “Hands” TV spot is well on the way. It’s an ode to workingmen and women and to the values and traditions they embody. Since Carhartt is a Michigan company, “Hands” is also a tip of the hat to the state known for its hard-working men and women. The music for “Hands” was composed by a professor at the University of Michigan. The voice on the commercial is Mickey Redmond, the “Voice of the Detroit Red Wings.” It was our way of giving back to the state and to the values that have given us so much.