Back when I was in college, I had an idea for a campaign for Structure brand clothing. The ad would depict men wearing only Structure boxer briefs in various situations: in a bar, in a boardroom, etc.
The copy would be “Every man needs a little Structure in his life.”
Structure was a brand of Express. It was a spin-off, and later, was spun back in.
Which is sad, because I thought that copy was terrific.
On the other hand, I think Express lends itself to a great campaign.
Service: Confidence in dressing well for any situation
Express: Your Life
Express: Your Body
Express: Your Self
I’d probably make one or two others. Certainly an “Express: Your Work” depicting a guy in business attire.
Or a woman. Express is not an exclusively male brand.
Pitch: Express is not merely a clothing company, nor an apparel company. If clothes make the man, Express is the clothing that man can wear, for confidence and style, in any situation.