Ad Nut
May 28, 2018

Joseph Schooling stars in fish-out-of-water tale for Hugo Boss

A new campaign though Iris Singapore focuses on the time the champion swimmer spent training overseas.

A new campaign by Iris Singapore for Hugo Boss focuses on Singaporean Olympic gold-medallist Joseph Schooling, and specifically on the time he spent as a young athelete training overseas.   

The film, which shows Schooling in his actual training environments in Austin, Texas, debuted Friday at an event at Singapore's Marina Bay Sands, which also makes a cameo in the film. The campaign also includes digital, social and OOH.

According to the agency, the film is based on a cultural shift in the category, "where sacrifice is becoming the new language of luxury—that the man befits the suit, as much as the suit befits the man”, according to James Honda-Pinder, planning director at Iris Singapore.

Ad Nut agrees that's an interesting angle for the category. That said, Ad Nut somehow doubts that Schooling's life at the University of Texas—which has more than 50,000 students and where he was a star athlete who won 12 national collegiate championship titles—was quite as solitary and monastic as it's portrayed here.


Agency: Iris Singapore
Client: Hugo Boss
Marketing Manager: Melanie Goh

Executive Creative Director: Ed Cheong
Deputy Creative Director: Shawn Foo
Senior Art Director: Boo Wei Yi
Senior Art Director: Royston Ang
Planning Director: James Honda-Pinder
Regional CEO: Luke Nathans
Business Director: Natalie Hellon
Account Manager: Jodie Cheng-Bradshaw
Senior Producer: Jenni Stiebel
Executive Producer: Tasmin Vosloo
Senior Editor: Pamella Ang

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also see Ad Nut's video debut, check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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