Men’s Wearhouse was a brand stuck in the past. Its iconic promise—“You’re gonna like the way you look, I guarantee it”—was universally recognized, but it tethered the brand to a bygone era.
Younger customers knew the name, but they didn’t see the modern assortment that has evolved beyond just formalwear, in-store services like tailoring, the convenience, or the versatility. They saw their dad’s suit store.
We had a clear goal: inspire mass reconsideration.
To do that, Men’s Wearhouse needed to show up differently. Not as an authority telling men what to do, but as a modern guide who understands how confusing getting dressed has become.
Getting dressed today feels a lot like a puzzle. The situations we dress for come with a lot of ambiguity. Most guys are trying to decode situations (“Is this dressy? Casual? Somewhere in-between?”), usually with no one to ask and little confidence in their choices.
The insight: Men feel unsure about what to wear, don’t love admitting it, and are looking for clarity without judgment. Or put simpler “What the fuck do I wear to this fucking thing I have to go to?”
Our strategy was to give voice to that confusion and use humor to ease the awkwardness young men feel.
We brought the idea to life through three :30 films, each built around a familiar moment where social dress codes blur and uncertainty creeps in. Weddings, backyard BBQs, milestone birthdays are situations that seem straightforward, but rarely are.
At the center of the campaign is Zach, an everyday guy whose internal monologue mirrors what many men are thinking but rarely say out loud: What the hell do I wear to this thing? Played by actor and Groundlings company member Chris Kleckner, Zach verbalizes the hesitation, second-guessing, and quiet panic that often precede these moments. His instinctive solution is always the same: walk straight into Men’s Wearhouse, where clarity replaces confusion.
Each film drops Zach into a different real-life scenario and turns his uncertainty into a comedic beat where Men’s Wearhouse becomes both sidekick and solution.
Across all three spots, Men’s Wearhouse steps in with the right fit, clear guidance, and a stress-free way to get it right. The tone remains confident, warm, and self-aware—making the process of getting dressed feel less intimidating and far more relatable.
The comedic world is rounded out by a strong supporting cast, including Greg Cromer, Katie Walder, and Beth Dover—performers with deep roots in The Groundlings and the Los Angeles improv scene. Their performances, paired with sharp writing, give the films the rhythm and feel of short comedic sketches rather than traditional menswear advertising.
Directed by Peter Martin, the work deliberately avoids category clichés like slow-motion cufflink shots or overly polished male models. Instead, it embraces everyday situations, grounded performances, and humor that feels observational rather than aspirational.
The campaign ran nationwide across broadcast, connected TV, social, and digital platforms throughout Spring 2025.
In its first 60 days alone, the campaign drove a 30% year-over-year increase in CHILLFLEX suit sales, boosted a 30.6% lift in Media Return, and drove 600M impressions.
YouTube performance more than doubled. Purchase intent rose 2% and ad recall climbed 6.9%. People were watching but most importantly, they were rethinking the brand.
This campaign accelerated the brand’s biggest perception shift in years and set up momentum for future seasons.
It was the most effective ad campaign in the company’s 50-year history, with each piece of creative hitting a different objective: “Wedding” won awareness and retention, “BBQ” owned mid-funnel engagement, and “I Have a Thing” crushed acquisition—fueling a YouTube ROAS that doubled year-over-year and drove millions in revenue.
Men’s Wearhouse asked us to drive mass reconsideration. We gave them that AND a fresh voice, a modern presence, and results they can feel in the business.
