If The Griswolds Had Money

The fictitious, multicultural Hilfiger family gather in a field to feast. I've never owned a piece of Hilfiger clothing, the brand a bit too preppie for my tastes. But this spot, in the words of the creative director, takes the preppie image and "subverts" it, "twists" it. Add a little Vampire Weekend "Holiday" and you have, hopefully, people buying clothes this Friday. 



There is an alternate version where the dog drives the Jeep away. The ending feels wrong to me, with the actor/model's sarcastic delivery nearly taking away from the feel-good vibe of the piece. It seems tacked on to what was a nice finish. That's nitpicking though. The attention to detail and continuity with the ubiquitous print campaign are flawless.

If you watch it on the Hilfiger site, there's an opportunity to see a "behind the scenes" video at the conclusion off the :60.

And because I'm weird like this and HAVE to know why this was included in the print ad, I've contacted GS Tuning, BMW Specialists of Santa Rosa, CA to find out what their relationship is with the campaign, as they have a minor role in this two-page spread in yesterday's New York Times Style magazine on the back of a beautifully restored BMW 2002, the ultimate, I'm told, prepmobile.