Weatherproof

At Devito/Verdi I worked on the Weatherproof Garment business. Weatherproof, a leading apparel manufacturer, is a division of David Peyser Sportswear. Weatherproof began in 1992, with outerwear for men, and has grown into a branded label with divisions catering to all different lifestyles.

Weatherproof was a challenger brand so in order to make a bigger impact they wanted to take a humorous approach with their messaging. We thought it was interesting that the name of the company is Weatherproof, but the jacket we were advertising was in actuality a very light-weight, not-very- weatherproof jacket at all. In conversation I said, “...the only way this thing will keep you warm is if you set it on fire”, and thus this ad was born.