Zach, a man who openly admits his lack of fashion sense, finds himself trapped in a series of “dress code” events, from summer weddings to neighborhood barbecues, unsure of how to dress appropriately.
In a moment of desperation, he drives to Men’s Wearhouse in his underwear, choosing the awkward option over facing the judgment of his sister if he were to show up at her 40th birthday in ragged jean shorts.
Men’s Wearhouse isn’t actually encouraging men to attend events half-dressed, but this is the humorous premise behind the brand’s new ad campaign, aimed at offering solutions to men’s fashion dilemmas.
“We’re focusing on creating mass reconsideration, and there’s no better way to do that than with comedy,” said Matt Repicky, Senior Vice President and Chief Brands Officer at Tailored Brands, the parent company of Men’s Wearhouse. “We’re reintroducing Men’s Wearhouse to people who think they already know us.”
The ad campaign comes from Party Land, Men’s Wearhouse’s newly appointed agency. Last spring, the two worked together on an ad series under the new “Love The Way You Look” platform, which resulted in a 300% increase in purchase intent and tripled previous unaided awareness.
For 2025, the campaign’s messaging has shifted from building confidence to providing men with practical fashion solutions. The goal is to distinguish Men’s Wearhouse and its 630 stores from competitors, moving beyond the brand’s old-school reputation and formalwear legacy, while appealing to a younger audience.
Party Land, which has previously used humor to elevate brands like Liquid Death, Dave’s Hot Chicken, and Wholly Veggie, is bringing a new comedic tone to Men’s Wearhouse’s marketing. The brand’s latest ads, debuting this week, feature comedians from Los Angeles improv groups such as the Groundlings, with Chris Kleckner playing the hapless Zach alongside co-stars Greg Cromer, Katie Walder, and Beth Dover.
“Most fashion ads like to pretend that every guy is a supermodel, but most guys just want to look good without overthinking it,” said Matt Heath, Party Land’s co-founder and Chief Creative Officer. “These new spots aim to make Men’s Wearhouse feel more relevant and relatable to the guys who shop there.”
The independent agency is committed to continuing the transformation of Men’s Wearhouse, which began in 2024. The ads use humor to address men’s fashion anxieties, avoiding clichés like slow-motion shots of a man adjusting his cufflinks.
In one of the new spots, “Dress Your Best,” Zach experiences the embarrassment of being asked to leave a cookout because of his poor clothing choice. With Men’s Wearhouse’s help, Zach returns to the event, dressed impeccably and matching the host’s attire, resulting in a funny sight gag. However, even with his fresh look, Zach’s cooking skills leave much to be desired.
This campaign will run across broadcast, connected TV, social media, and digital platforms for the coming months, directed by Peter Martin.
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