By Barry Janoff
October 14, 2013: Pro Football Hall of Famers Steve Young and Jerry Rice and Detroit Lions quarterback Matthew Stafford return as spokesmen for Van Heusen in a multi-layered campaign in which the trio will search for one person who will get to spend a week as a Van Heusen intern in the Institute of Style.
The Van Heusen Institute of Style campaign is "designed to help men across America step up their style for the key moments in life when it’s vital to make a lasting first impression," according to parent company PVH Corp.
The search will be anchored at a dedicated Facebook page, where potential candidates can enter by submitting a photo that "illustrates their personal style, along with a written elevator pitch that explains why they would be the best candidate for the internship." (Full details here.)
Semifinalists to be selected in early January will be asked to create a one minute video in which they responding to interview questions posed by Young. The grand prize winner is scheduled to be revealed during the first week of February, which would coincide with Super Bowl XLVIII on Feb. 2, 2014.
In this newest season of our Institute of Style campaign, we are focusing on the young professional setting out on his career path, teaching him that dressing well is essential in today’s workplace,” Mike Kelly, evp-marketing for PVH, said in a statement.
The search for a Van Heusen Institute of Style will be supported by TV; print including GQ, ESPN the Magazine and Men’s Health; POP with Stafford; Internet including GQ.com, CBSSports.com and CareerBuilder.com; and such social media destinations as Twitter, Facebook, YouTube and Instagram.
Young ('The Classic'), Rice ('Slim & Stylish') and Stafford ('Big Game') will appear in a series of videos on Van Heusen's home page, in which they offer personal style tips.
According to Kelly, “This campaign will provide one young man with a once-in-a-lifetime opportunity to intern with all-time football great and successful businessman Steve Young, while educating and inspiring many more men to step up their style.”
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