Fashion retailer GANT, is calling on the help of former “Late Late Show” host Craig Ferguson to launch its biggest advertising campaign in history. The 70 year-old retailer is creating a long-form show on YouTube that presents, but that otherwise has no obvious GANT branding.
“Couple Thinkers” is a non-scripted show starring Ferguson and his wife Megan Ferguson. The six episode series features the couple as they travel around the world (dressed in GANT clothing), and explore the topics they’ve always been curious about. Topics will include space, sustainability and the human brain, with expert guests including Arianna Huffington, Kimbal Musk, Jon Ronson. The new series premieres on Oct. 9, 2017, and will be available across 70 different countries.
The show will be powered by over 150 different forms of media including images, GIFs, pre-roll ads and video snippets across multiple social media platforms. The show’s concept was developed by GANT’s in-house marketing team, and produced in collaboration with Zodiak Factory & Mastiff, part of the Banijay Group.
According to Eleonore Säll, GANT’s global marketing director, the company considered trying to get the series on a linear TV network, but felt it would have to give up too much control over timing and the content itself. Talks for a second season of the digital series are already underway.