Tommy Hilfiger is pleased to present The Ultimate Tailgate, his global ad campaign for the Fall 2010 season. The campaign was photographed by Craig McDean and directed by Laird + Partners, who collaborated with the talented stylist Karl Templer. The Hilfigers is a series featuring eclectic characters who make up an unconventional all-American family.

The action unfolds in an American football field, where the Hilfigers have arranged to meet. As tradition dictates, their blankets are spread and the picnic is ready – let the ultimate tailgate party begin. The energetic, humorous scene is the perfect setting to present the new Tommy Hilfiger fall collection. The ‘preppy with a pop’ image of the new line is personified by models Noah Mills, Iselin Steiro, Jacquelyn Jablonski, Andre Douglas, Bernard Fouquet, Chloe Blackshire, Eric Fry Halperin, Gracie Carvalho, Heloise Guerin, Julia Hafstrom, Lea Sorensen, Luis Borges, Max Motta, Max Rogers, Sam Way and two basset hounds called Morgan IV and V. The hair is the work of Eugene Souleiman, while the make-up artist was Mark Carrasquillo.

“I’m really happy with the new ad campaign, which interprets our visual identity in a fresh new way while respecting the essence of our brand”, said Tommy Hilfiger. “This is the first campaign to truly capture the preppy heritage of American sportswear as the brand has interpreted it these past 25 years. I love how the photos and the fall collection really seem to come to life and jump out from the pages of the campaign”.

This campaign was designed to be the first representation of a series of scenes related to family traditions, trips and adventures. “We wanted to develop something unique for the brand that would capture the strong iconic sense of the preppy style in an easy, imaginative way with that touch of humor that only the Hilfiger brand can bring to classics”, explained Trey Laird, CEO and executive creative director at Laird + Partners.