Steen tells the Leelanau Ticker the collaboration of the two classic brands — Carhartt and Guinness — telling stories of real craftspeople “celebrating in their own way” came from Brian Bennett, VP Creative Director at Carhartt.
“This was totally his baby…something he’s been really excited about, especially to tell the stories with real people.”
The commercial spot coincides with the launch of a new Guinness x Carhartt gear collection that went live Wednesday.
Fishtown commercial fisherman Joel Petersen (who does wear Carhartt while he’s out on Lake Michigan), opens and finishes the piece. Petersen takes his green-hulled fishing boat, the Joy — festooned with flags and leprechauns — out on a joyride parade of one. “He was the best,” says Steen, adding that in addition to being a fourth-generation fisherman “he could act a little bit, too.”
Detroit artist Nivek Monet and Jovannah Nicholson, the Grand Rapids-based ice carver who starred on Food Network’s “Ice Brigade”, are also featured in the commercial, as well as many Leelanau landmarks.