In an age when consumers crave authenticity and knowledge more than ever, American lifestyle brand GANT has partnered with actor, writer and comedian Craig Ferguson (formerly of The Late Late Show and Celebrity Name Game) and his wife Megan Ferguson to create an intriguing new show that celebrates curiosity.
The show takes inspiration from the GANT credo – Never Stop Learning – and focuses on some of the most intriguing questions in life.
September 2017, Stockholm, Sweden As one of the first companies in their industry to create 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 premier October 9th. The show, titled Couple Thinkers, will 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”.
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”.
Couple Thinkers will air in 70 countries and premieres on YouTube on October 9th. GANT made the choice to air the show on YouTube as it is widely populated and the most democratic channel where consumers can ride the wave of accessible learning.
ABOUT COUPLE THINKERS
The TV show Couple Thinkers is independently produced by GANT in line with the brand’s credo Never Stop Learning and is hosted by the actor, writer and comedian Craig Ferguson together with his wife Megan Ferguson. The show follows the hosts as they travel around the world to seek out topics they’ve always wondered about but never have had the chance to explore – until now.
EPISODE 1 THEME: Sustainability QUESTION: Can real food feed the world?
EPISODE 2 THEME: Space & Future QUESTION: When do we need to leave this planet?
EPISODE 3 THEME: Health QUESTION: Can we stop aging?
EPISODE 4 THEME: Psychology QUESTION: Can you spot a psychopath?
EPISODE 5 THEME: Renaissance person QUESTION: How do you dare to follow your dreams and visions?
EPISODE 6 THEME: The truth QUESTION: What is succes
For further information, please contact: PR Manager – Gozde Demirezen [email protected] T: +44(0) 20 7201 2900
GANT is an original in American Sportswear with a European sophistication, offering contemporary high quality lifestyle clothes for men, women and kids. In addition, watches, footwear, eyewear, fragrance, underwear and home furnishings are licensed under the GANT brand. The company’s passionate values are based on its authentic and innovative Ivy League American East Coast heritage, dating back to its inception in New Haven, CT, USA in 1949. Since then the brand has been further developed with a European sophistication and today enjoys a global presence in over 60 countries with over 500 stores and 4000 selected retailers. For more information, please visit www.gant.com.