If there’s one brand you can learn a lot from when it comes to marketing and advertising, it’s SKIMS.
Ever since launching seven years ago, Kim Kardashian’s shapewear and underwear brand hasn’t put a foot wrong. From its choice of talent, from Lisa to Hailey Bieber, Post Malone to Usher, to collaborations with brands like Nike, The North Face and the NBA, all the way to its campaign concepts, we still remember the one built around the nipple bra. SKIMS, it seems, is a masterclass in itself, and its latest campaign is yet another case in point.
Built around the brand’s newest men’s essentials, including the new Men’s Cotton Brief in “Atmosphere,” the Cotton Rib Tank and the Men’s Tube Crew Sock in the “Chalk” colorway, SKIMS tapped an unexpected face for the campaign, blurring the line between reality and fiction.
The face behind the campaign is Lonnie “The Hawk” Hawkins, an aging golf champion played by none other than Will Ferrell, whose comic exploits we’ll get to follow on Netflix starting July 16. Here he’s captured in shots by English photographer and artist Nadia Lee Cohen.
What stands out is the decision to make the campaign’s lead not Will Ferrell, acclaimed comedian and actor, but the character he plays in a series that hasn’t even premiered yet (though it already has a very active Instagram profile). A risky move? Maybe, but not for SKIMS, which seems to turn everything it touches into gold.
The collaboration manages to kill two birds with one stone: some will buy SKIMS underwear, others will tune into The Hawk.
