The latest Men’s Wearhouse campaign from creative agency Party Land puts returning protagonist Chris–an everyday guy decoding dress codes, played by actor and Groundlings member Chris Kleckner–in fresh scenarios, including courtside at a basketball game and on the lanes at the bowling alley. The work reinforces Men’s Wearhouse’s position as a practical solution to a common question: “What do I wear to this thing I have to go to?”
The campaign–including this bowling alley :30 titled “Modern Athlete”–extends the “Love the Way You Look” comedic platform launched in 2025 to shift brand perception among shoppers who associated the retailer primarily with formalwear for special occasions. The platform addresses the uncertainty many men feel when navigating ambiguous social dress codes and uses humor to diffuse the awkwardness.
In “Modern Athlete,” our hero goes to Men’s Wearhouse to find “bowling-appropriate clothes” that give him a cool advantage over the competition.
“This group, Party Land and Men’s Wearhouse, are doubling down on this strategy and creative, not just because it’s stand-out funny, but because it’s incredibly effective,” said Matt Heath, co-founder and chief creative officer, Party Land. “When a brand commits to a strong strategic idea with a clear point of view, it has room to grow and compound over time. The work reflects real situations and there are many more of those to explore.”
The campaign spots were directed by the filmmaking duo Peter Martin of RSA Films.
