Sportswear brand Moose Knuckle has launched a steamy online video to promote its outerwear for the winter.
The spot, created by Cundari, shows a young couple getting hot and heavy in a dark apartment. But things get frustrating when they have to peel off layer after layer of each other’s clothing.
The spot ends with the words, “Winter is coming. Are you?” and a shot of the couple standing outside wearing only their underwear and Moose Knuckle jackets. The underlying message is that Moose Knuckle’s jacket by itself is more than enough to keep you warm.
“With layering comes challenges, so we said let’s have fun with that and put a couple in a fun situation where layering really holds them back,” said Andrew Simon, chief creative officer at Cundari. “We just wanted to create that right mood and make it clever and smart. It gets to the solution in a fun and surprising way.”
Cundari did the work on a project basis. Targeted at millennials, “Moose Knuckles has certain attitude and a certain playfulness and are quite avant-garde in a lot of respects,” said Simon. “We had this creative idea that was a really good match for that.”
Natalie Rae Robison of production company Sons and Daughters directed the spot. Original music was created by Juno award-winning Me and John of Pirate Toronto.
