Clothing brand Van Heusen has launched a campaign to introduce a new range of suits, shirts and underwear that keep the body dry.
The ad, created by independent agency Bashful, features Sydney Dance Company dancer Richard Cilli.
It will run on pay and free to air TV, in-flight TV, print and online. It will go live from 1 August.
Gazal group brand marketing manager Dianne Taylor said: “We want to reach out to a discerning group of 18 to 34 males and attract them to this innovative new range of apparel. Van Heusen Evercool®cements our positioning as experts and innovators in business apparel.”
“Listening to our customer, the main driver of interest in the Evercool® product development related to men sweating in an obvious and visible manner while at work and the associated socially negative image.”
PR was by Stellar Concepts.