A GI in World War II, addresses his future great-grandson and comments on his unmanly behavior.

Drawing inspiration from the brand’s heritage as an American icon along with the overall feel of the whole campaign, we sent out a press kit to generate some excitement about the new campaign. Hand screened ammo containers were packed with custom T-shirts, a flash drive loaded up with the brand new spots, a dog tag and a brand book attached to oiled cedar boards to highlight the witty new tone of the campaign. Every piece felt crafted and personalized.

Enthusiastic responses ranged from former Super Bowl MVPs to late-night talk show hosts.