Van Heusen's Man's Walk Ad Strolls Elegantly Through Super Bowl XLI

Van Heusen's A Man's Walk Super Bowl XLI ad begins with the pretty female love interest of the attractive male Van Heusen model picking him up after a late night at a club in a luxurious convertible. Or does it end that way? You see, Mr. Van Heusen model is not exactly hopping into the car, but hopping out of it, backwards. And that is precisely the hook of the elegantly clever advertising entry of the Van Heusen brand into the 2007 smattering of Super Bowl ads.

The Ad

Now, as I describe this ad, you have to keep in mind that all of the action takes place in a backwards, rewind fashion. This is not unlike the manner of filming in the red curtained room in David Lynch's Twin Peaks, except without the deliberate herky-jerky motions and frightening over tones. No, the tone of the Van Heusen ad is decidedly not horrific, but wonderfully elegant and hopelessly fabulous.

Before being picked-up by his beautiful love-interest, we find Mr. Van Heusen model in the club, playing pool. "Just plain lucky," as the announcer describes him, he seems to easily run the table. Wouldn't you want to be that lucky?

Perhaps his night out at the club was a celebration for a job well-done. We see that prior to arriving at the club, he is given a hearty handshake by a well-dressed businessman, a clear indication of success. He sure had a successful air about him as he entered that meeting and was scintillatingly admired by a co-worker.

In the next sequence, we see how Mr. Van Heusen model began his day and are given a glimpse as to what just may have caused him to be so lucky and successful. His Van Heusen clothes, of course! The announcer confirms that Mr. Van Heusen model sure, "knows how to dress."

The ad closes with a touching if sexy glimpse of Mr. Van Heusen model laying elegantly in bed with his beautiful love interest, the one that we know will be there to pick him up at the end of his very lucky and successful day. Then, the screen fades to the Van Heusen brand name on screen, the last image we see.

Why It Works

Van Heusen's A Man's Walk Super Bowl XLI ad is not likely to be the one everyone talks about around the water cooler Monday morning. However, it is a good example of advertising design and will likely prove to be worth its cost to produce and air.

The commercial has a clear, clever and simple hook. The backwards playback of the action is not something that one sees everyday. It's not the funniest or most touching or most interesting idea I've ever seen for a commercial, not even in the top 10, but it is fresh and interesting. The commercial's tone truly reflects the brand.

The Van Heusen A Man's Walk ad might not be water cooler talk on Monday morning, but their elegant ad is a good example of advertising. And if this causes Van Heusen apparel to land in the shopping bags of its target market then it can be considered a success.