NEW YORK, Apr 23, 2008 / FW/ — Television, movie and music personalities representing Wal-Mart? Well, it’s just indirectly. Rumer Willis, Kristin Cavallari, Christina Milian, Josie Maran, Pete Wentz, Corbin Bleu and Wilmer Valderrama – all of who will star in the print, radio and online marketing campaign for the junior and young men’s brand, Op will actually be the focal point of Wal-Mart’s spring/summer launch of the label.
As previously announced, Iconix, owner of the label Op, has signed a direct to retail licensing agreement for Op with Wal-Mart Stores, Inc. The campaign, which will debut in May, is part of the support Iconix is doing to continue to raise awareness of the brand.
The television, movie and music personalities will represent the brand as it launches this spring exclusively at select Wal-Mart stores and walmart.com. The concept of the campaign is “OPen Road” and celebrates Op’s historical open road California lifestyle, which the brand has represented since the original launch in 1972.
The campaign has a classic Op feel with the celebrities hanging out at the beach, at a ghost-town ranch and hitting the “OPen Road” in a vintage VW bus.
Bringing back Op’s signature heritage pieces from the 70s, but with a younger, hipper flair, the seven celebrities showcase the collection in a variety of upbeat, light-hearted scenes. They form a human pyramid, ride bikes and skateboards and play in the surf.
The on-set chemistry was infectious and all relished in their roles as California kids on a road trip, even riding in one trailer from set to set.
Rumer Willis stated, “When you think of LA and the classic surfer beach vibe, you think of Op. The Op collection does a great job representing that lifestyle.”
Pete Wentz stated, “Everyone can wear Op and its cool. Fashion should make you comfortable and that is what Op does.”
The campaign was shot at the Will Rogers State Park beach in Pacific Palisades, CA and Blue Cloud Ranch in Santa Clarita, CA by photographer, Larry Bartholomew, noted for his easy, and relaxed shooting style.
The campaign will continue to follow the Op cast as they head into fall with a back to school campaign that will debut in August. In addition to the campaign, the celebrities will host a launch party in California later this spring and make personal appearances on behalf of the brand.