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Lifestyle brand Gant, Craig Ferguson and Megan Ferguson

Following its previous foray into creating long-format unbranded content, Gant is partnering with former Late Late Show host, actor, writer and comedian Craig Ferguson and his wife Megan Ferguson, a former art dealer, to create a non-scripted TV show, that will premiere on 9 October on YouTube.

The show, titled Couple Thinkers, will air in 70 countries and follow the Fergusons as they travel around the world to seek out topics they’ve always wondered about but have never had the chance to explore – until now. Together with some of the world’s most renowned experts, Craig and Megan dive into everything from “When do we need to leave this planet?” to “Can we stop aging?”

“To be a leading brand in the future we believe consumers need to understand why your brand exists”, says CEO Patrik Nilsson. “Since 1949, Gant has worked to make the world better and more beautiful through our passion for American sportswear and lifelong learning. Our ‘why’ is Never Stop Learning. It is a promise to improve each day, to listen and learn on our quest to create deep and meaningful connections with our consumers. This TV show is a great example of that, and together with our innovative products that make everyday life easier, we are confident our consumers will help GANT to become the leading lifestyle brand in the world”.

Through the project, Gant wants to inspire its consumers to be curious and to strive higher, in line with its credo: Never Stop Learning. Recognizing that traditional advertising cannot reach these goals, the idea of Couple Thinkers was born. The concept was developed by Gant and produced in collaboration with Zodiak Factory & Mastiff, part of the Banijay Group. With the TV show Gant offers something of value to people: content that engages, inspires curiosity and makes learning meaningful.

“We created this show with young curious professionals in mind – a group that is well-informed, open-minded and tech savvy”, says global marketing director, Eleonore Säll. “We believe brands should dare to create content that is both entertaining and informative, content that people would genuinely like to watch. With this show we hope to create conversation starters, spark curiosity and prove that questions can be more important than answers – something we believe the world needs more of right now”.


You can view the trailer below.


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