category finalist
sarah@corbin-pr.com
“Love the Way You Look” was Men’s Wearhouse’s best-performing ad campaign in the company’s 50-year history, driving a 30% year-over-year sales lift for CHILLFLEX suits and millions in revenue.
The Situation
Men’s Wearhouse had one of the most famous lines in retail advertising: “You’re gonna like the way you look. I guarantee it.”
The problem was that younger guys remembered it, but didn’t see themselves in it.
The brand was familiar, trusted and iconic, but trapped in an outdated perception: their dad’s suit store. Men’s Wearhouse needed to become relevant to a new generation of men who weren’t just shopping for weddings and interviews, but for all the ambiguous, in-between moments of modern life.
Insight & Strategy
Getting dressed today feels like a puzzle. A wedding says “cocktail attire.” A BBQ might mean sneakers or slacks. A work event is somehow casual and not casual at the same time. Most guys are trying to decode the dress code, the room, the expectations and the consequences of getting it wrong.
The insight: men feel unsure about what to wear, don’t love admitting it, and are looking for clarity without judgment.
Idea
Turn the universal “what do I wear?” spiral into a comedy platform for modern menswear.
Instead of presenting Men’s Wearhouse as a formalwear authority with all the answers, we dramatized the overthinking, second-guessing and low-grade panic that happens before real-life occasions.
A wedding. A BBQ. A vague “thing.”
The work followed one guy through three painfully relatable style dilemmas: “Wedding,” “BBQ” and “I Have a Thing.” Each spot played like a sharp observational sketch, using humor to make the insecurity feel familiar instead of embarrassing. Directed by Peter Martin, with a cast rooted in comedy and improv, the campaign broke from traditional menswear advertising and gave Men’s Wearhouse a voice that felt current, human and genuinely funny.
Most importantly, the idea had legs beyond a single execution. Men’s Wearhouse could show up wherever men are trying to figure out what to wear, from big life moments to the vague little occasions that somehow still require an outfit.
Results
“Love the Way You Look” became the best-performing ad campaign in Men’s Wearhouse’s 50-year history, driving a 30% year-over-year sales lift for CHILLFLEX suits and millions in revenue.
In its first 60 days, the campaign delivered:
30.6% lift in media return
More than 1 billion media impressions
106% increase in ROAS
YouTube performance more than doubled
6.9% lift in ad recall
2% rise in purchase intent
Each piece of creative had a direct impact on different marketing objectives:
“Wedding” won awareness and retention
“BBQ” owned mid-funnel engagement
“I Have a Thing” crushed acquisition
The work did more than sell suits. It made Men’s Wearhouse feel newly useful, newly funny and newly relevant to the men who had stopped seeing it as a place for them.
