Why GANT is moving out of the commercial break into primetime with its own show, premiering on YouTube this October
In a world where traditional advertising has grown tired and brands are promoting products in impersonal ways, American lifestyle brand GANT has made it its mission to create a campaign that offers real value and meets its consumers in a new way by creating content they find interesting. The result is a TV show in line with the GANT credo: Never Stop Learning.
October 2017
As one of the first companies in their industry to create long-format unbranded content, GANT is partnering with former Late Late Show host, actor, writer and comedian Craig Ferguson and his wife Megan Ferguson, a former art dealer, to create a non-scripted TV show, that will premier October 9th. The show, titled Couple Thinkers, will follow the Fergusons as they travel around the world to seek out topics they’ve always wondered about but have never had the chance to explore – until now. Together with some of the world’s most renowned experts, Craig and Megan dive into everything from “When do we need to leave this planet?” to “Can we stop aging?”
“To be a leading brand in the future we believe consum¬ers need to understand why your brand exists”, says CEO Patrik Nilsson. “Since 1949, GANT has worked to make the world better and more beautiful through our passion for American sportswear and lifelong learning. Our ‘why’ is Never Stop Learning. It is a promise to improve each day, to listen and learn on our quest to create deep and mean¬ingful connections with our consumers. This TV show is a great example of that, and together with our innovative products that make everyday life easier, we are confident our consumers will help GANT to become the leading lifestyle brand in the world”.
GANT wants to inspire its consumers to be curious and to strive higher, in line with its credo: Never Stop Learn¬ing. Recognizing that traditional advertising cannot reach these goals, the idea of Couple Thinkers was born. The concept was developed by GANT and produced in collaboration with Zodiak Factory & Mastiff, part of the Banijay Group. With the TV show GANT offers something of value to people: content that engages, inspires curiosi¬ty and makes learning meaningful.
“We created this show with young curious professionals in mind – a group that is well-informed, open-minded and tech savvy”, says Global Marketing Director, EleonoreSäll. “We believe brands should dare to create content that is both entertaining and informative, content that people would genuinely like to watch. With this show we hope to create conversation starters, spark curiosity and prove that questions can be more important than answers – something we believe the world needs more of right now”.
Couple Thinkers will air in 70 countries and premieres on YouTube on October 9th. GANT made the choice to air the show on YouTube as it is widely populated and the most democratic channel where consumers can ride the wave of accessible learning.