#ThrowbackThursday: On May 13, 2015, INC International Concepts unveiled its first TV commercial starring Heidi Klum as part of the brand’s “30 Years of INC” celebration and national advertising campaign. The commercial debuted nationwide on the same day.
Based on her long-standing relationship with INC, Klum had a strong vision for the creative direction of the spot and worked with Macy’s to assemble a team of renowned creative partners, including longtime collaborator Rankin.
In addition to recording the vocals, a rock’n’roll inspired tribute to INC’s 30th, Klum commissioned Ian Love to write and produce the track.
The INC Brand Ambassador curated the trio of looks that she’s seen wearing throughout the spot, including a white bodycon dress, gold lace jacket, and striking black jumpsuit. All looks are part of INC’s Spring / Summer 2015 collection, available exclusively at Macy’s stores and macys.com.
Says Klum, “Since we’re celebrating INC’s 30th Birthday, we wanted this commercial to feel like a party. I love to sing, so recording my own version of ‘Happy Birthday’ felt like a natural part of the creative process. I had a blast dancing around on set. I’ve worked with Rankin for over 10 years, and he really knows how to bring out the best in me.”
The commercial followed the brand’s announcement of its year-long “30 Years of INC” campaign starring Heidi Klum and Gabriel Aubry, which includes national print, digital/online, in-store and outdoor components.
As part of this commemorative year, INC unveiled a luxe retrospective book in March 2015 and will launch an anniversary capsule collection in September 2015.
Klum previously starred in a TV commercial for INC, shot by Bob Giraldi, in 1997. She also appeared in a print campaign for INC in 1999, and has worked with the brand through her role as host of Project Runway.