UNTUCKit, the New York-based retail brand and creator of the Original Untucked Shirt, is launching a new campaign that takes on skeptics in ...
UNTUCKit, the New York-based retail brand and creator of the Original Untucked Shirt, is launching a new campaign that takes on skeptics in an effort to engage with consumers outside of the brand’s base.
The campaign, “Untucked Tweets,” was created by IPG creative agency Elephant, and represents the agency’s first work for the brand since being named creative AOR earlier this year.
The centerpiece of the campaign is a collection of five TV spots that feature UNTUCKit Founder Chris Riccobono reading aloud – and then directly responding to – tweets about the brand from real Twitter users.
The tweets were carefully selected for both their humorous content and ability to deliver different types of brand and product messages, with the intention of raising awareness and converting people who haven’t yet tried UNTUCKit. The tone of the responses are lighthearted and tongue in cheek.
Chris Riccobono, Founder of UNTUCKit, “We’ve seen a positive response to our founding story, but we needed a fresh way to tell it. The feedback we’ve received on Twitter provided great content. Making perfectly fitted untucked shirts is something we take very seriously, but we also appreciate that it’s funny.”
The goal of the campaign is to drive shirt sales among this new target audience, while retaining the brand’s existing loyal base.
“With this campaign, we wanted to tackle the skeptics head on,” said Pablo Marques, ECD at Elephant. "In doing so, we were able to hit on every product benefit in a way that gives the brand more dimension and goes beyond your traditional direct response ad.”
Other elements of the campaign include radio and social media response, where the brand will respond to every tweet about the ads in the same tongue in cheek tone. The TV spots will air on national cable channels including ESPN, ESPN2, History, Discovery, A&E, TNT, TBS, USA, Bravo, TLC, Lifetime Movie, Cooking, FOOD, FX, Paramount, TRU and CNBC.
Marco Pupo, Michael Ashton, Joao Paz, Tom Mandel - Creative
Luca Vergano - Strategy
Alex Stolerman - Account
Greg Assemat Tessandier, Pablo Marques - Leadership
Elephant creates seamless experiences across brand, product and advertising, for some of the world’s most iconic brands. Our mission is to create value for companies by creating value for people. Elephant is part of the Interpublic Group of Companies, with offices in New York, San Francisco, Los Angeles and London. For more information, please visit Elephant.is or find us on Instagram @Elephant_is.
Created in 2011 by founder Chris Riccobonoand CEO Aaron Sanandres, UNTUCKit has given men a seamless way to look sharp and feel casual by creating shirts designed specifically to be worn untucked. Over the past 8 years, the brand has expanded to offering 50 fit combinations and 13 product categories—ranging from T-shirts and polos to sports jackets and pants—in addition to a wide selection of shirts, dresses, and blazers for women. UNTUCKit is dedicated to creating an unmatched shopping experience, with more than 85 physical retail locations across the U.S. and Canada, and UK. For more