Carhartt, America’s premium work wear brand since 1889, today announced 2014 World Champion and MVP Madison Bumgarner is featured in the company’s national spring marketing campaign, set to launch April 5th. A workhorse on-and-off the mound, Bumgarner attacks work at his family ranch in North Carolina like a workout. Carhartt’s sweat-wicking Force® apparel is highlighted throughout the campaign; proving that before there were workouts, there was work. The national campaign will run across multiple media platforms including TV, digital, mobile and thousands of retail stores.
In the ad spot, shot during the off-season at Madison’s ranch in North Carolina and in Colorado with local firefighters and first responders, Carhartt’s film crew followed Madison around his ranch and the first responders doing the typical, everyday chores that they routinely do–no acting, no lines.
Known for its rugged, hard-working line of work wear, Carhartt has always featured real people doing real work in its marketing efforts; the brand doesn’t hire actors or models to appear in its commercials. This campaign is no different as Carhartt filmed Bumgarner working on his ranch as he always does during the off-season. It features Bumgarner chopping down a tree, setting fence posts and loading lumber, which are chores he does regularly to keep his ranch running and stay in shape during the off-season.
“I’ve always been a Carhartt guy, through and through. I’ve worn Carhartt for as long as I can remember; it’s who I am,” said Bumgarner. “I had a lot of fun filming this campaign and couldn’t be happier with how it turned out; it’s completely authentic to who I am and also what Carhartt represents as a brand.”
Bumgarner spends his off-season staying in shape with traditional workouts, but also works on his ranch to prepare for the upcoming season. His family ranch spans 100 acres and includes horses and cattle.
“Madison exudes the character and work ethic that Carhartt was built on. He is an authentic rancher who just happens to be one of the best pitchers in baseball,” said Tony Ambroza, senior vice president of marketing. “We know that Carhartt is the uniform for men and women who take on the rugged corners of the earth and we are proud to outfit Madison for all the hard work he does on his ranch every off-season.”
The commercial was produced and directed by actor Jason Momoa and his production company, Pride of Gypsies. This is Momoa’s directorial debut for a commercial and Carhartt also plans to have him direct its fall 2015 commercial.
In addition to Bumgarner, the campaign features railroad workers, search and rescue personnel, firefighters, electric utility workers, farmers and construction workers. It highlights Carhartt Force® apparel which features technology that wicks away sweat, releases stains and fights odors to help get the job done when the mercury rises.