Jason Momoa heads up new Father’s Day video campaign for Carhartt
As Khal Drogo in Game of Thrones, Jason Momoa was a fierce warrior king. In real life, the actor and director is a devoted father, and that is the basis for a new video for workwear brand Carhartt in honor of Father’s Day.
Momoa and Carhartt have produced a short dad’s day film featuring a narration of famous ‘Fathers Talking Fatherhood’, who tell their inspiring stories of being a dad. The video features Momoa and some of the dads that have inspired him, including pro climber Chris Sharma, pro skateboarder Christian Hosoi, artist and designer Blaine Halvorson, motorcycle craftsman Jeremiah Armento and musician Michael Hayes.
The video is an extension of Momoa’s ‘Canvas of My Life video last year. Carhartt spent time with each dad as they shared their stories about why fatherhood matters. All are wearing Carhartt gear – jackets, overalls, shirts and pants – throughout.
Momoa isn’t new to the Carhartt brand. His Pride of Gypsies production company produced, and he directed, the company’s '92 Unpredictable Days of Spring’ video, honoring its hundred-plus year heritage.
The entire campaign of Father’s Day videos falls under the #CarharttDad hashtag. The campaign features a sequence of four videos totaling 15 minutes in length, which include each of Carhartt’s Father’s Day stories.
In addition to the Momoa film, Zona, a professional fisherman, reflects on the impact his father had on his life and the importance of something as simple as a fishing pole. Woodworking brothers, Matt and Ben Hobbs, aka the Sawdust Brothers, tell the story of how their grandfather inspired them to pursue a career in carpentry. The video series concludes with the story of four patriarchs from family-owned businesses in Michigan, Minnesota, Pennsylvania, and West Virginia; who received hand-painted signs for their businesses as an early Father’s Day present from Carhartt.
“At Carhartt, nobody inspires us more than the hardworking people who wear and rely upon our gear. And since many of our consumers are also dads, it’s important that we recognize their values of hard work and tradition,” said Tony Ambroza, senior vice president of marketing at Carhartt. “This year, we are proud to feature inspirational stories about hardworking dads to showcase what it means to be a Carhartt Dad: From lessons that have been passed down from previous generations, to legacies that are yet to be crafted.”
Added Brian Bennett, vice president of brand creative at Carhartt: “It was an honor for us to spend time with each of these people as they shared their stories about why fatherhood matters to them. This project has certainly made many of us at Carhartt appreciate our own dads a bit more, and at the same time, it has inspired us to become better fathers.”
The Carhartt Father’s Day campaign is featured across multiple platforms including broadcast, digital, mobile, social, and thousands of retail locations.
Fathers on Fatherhood Credits
Client: Carhartt, Inc.
Agency: Carhartt Creative Department
Production Company: Pride of Gypsies
Producer: Jason Momoa
Director: Brian Mendoza
Director of Photography: Brian Mendoza
Editor: Brian Mendoza