US Ad of the Day: The Weather Channel outfits its meteorologists with Carhartt
The new partnership between the news network and workwear brand comes right in time for hurricane season in June.
The Weather Channel television network has today announced that Carhartt has become the ‘Official all-weather outfitter’ for its 30+ on-air meteorologists during in-field weather reporting.
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To announce the partnership, the two brands created a 1:30 ad spot in the style of a news segment. In the ad, The Weather Channel’s meteorologists brave a variety of harsh weather conditions – including rain, sleet and snow – while donning Carhartt’s insulated jackets and vests. The spot also incorporates the network’s award-winning Immersive Mixed Reality (IMR) technology, which reportedly leverages real-time graphics and visual effects powered by Unreal Engine.
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“As America's most trusted news brand, our meteorologists are often out in extreme weather conditions, delivering life-saving reporting,” Weather Group’s president of news and original series Nora Zimmett said in a statement shared with The Drum. “This new collaboration between The Weather Channel and Carhartt brings together two brands that know how to tough it out in difficult conditions to keep Americans safe and comfortable.”
The spot also strategically showcases Carhartt’s gear. The family-owned brand, established in 1889, specializes in durable and versatile workwear.
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“Carhartt has always been a brand for all hardworking people that endure varying weather conditions on the job,” said Carhartt’s chief brand officer Susan Hennike in a statement. “Meteorologists in the field experience some of the most extreme weather conditions imaginable, and we know that many people rely on meteorologists to inform them about the gear they wear while working outside. Partnering with The Weather Channel is a natural fit to not only keep meteorologists protected from the elements but to showcase hardworking gear performance in its most natural element: outside and in the field.”
The campaign, developed by The Weather Channel’s in-house production team, is running on television via The Weather Channel and Carhartt’s social channels.
Credits
Production: The Weather Channel Production Team
VFX: Unreal Engine
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