The campaign kicked off with (4) 2:00 instructional web films starring 'Pete and Red', two suburban dads on a mission to 'make things right' in society, while showcasing Haggar’s quality men’s apparel – that’s made right. The first web film appeared on the homepage of YouTube on November 1st, and all the films were seeded on viral sites soon thereafter. To jump start the web campaign, :30 versions of the films debuted during NFL games on November 5th in a addition to a significant two-week schedule on cable. The first web film that appeared on the homepage of YouTube, 'Dog Crap', became the most-watched and most-forwarded video of that day. Traffic and interest in Haggar.com was also on a rise with approximately 5,000 hits per day after the launch – previous hits were around the 200/300 mark.