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David Schwimmer is back on the hunt for a red sweater, 25 years after a nearly identical garment revealed one of the biggest plot twists on “Friends.”
The actor stars in Quince’s new holiday campaign titled “Red Sweater”; In this campaign, she searches for the brand’s signature cashmere sweater in New York City, only to discover that everyone already owns it. The 60-second short film represents the retailer’s first major celebrity-led campaign.
This premise nods to Season 8’s hit “Friends” episode “The One in the Red Sweater,” in which Ross Geller (Schwimmer) unwittingly reveals himself as the father of Rachel Green’s baby after claiming ownership of a mysterious red sweater left in her apartment. Schwimmer was the director of the episode, which was broadcast in October 2001.
“When Quece came to me with this idea, I thought it was really funny; it’s a red sweater after all, and I go way back,” Schwimmer said in a statement. “I’m after the sweater this time, and somehow everyone has one. Even the dog.”
According to the company, Schwimmer was closely involved in the development of the campaign, from its script to its final edit.
The new campaign introduces Coulis Red, a new limited-edition colorway among 100% Mongolian cashmere styles. The collection includes a women’s oversized crew neck sweater for $129.90 and a men’s crew neck sweater for $69.90; Both will be available on Quince’s website starting November 9th.
“The Red Sweater” will be released on YouTube and Instagram on November 9, with additional edits to be released on social media. The campaign will run in the US, Canada and the UK and will be Quince’s first international, multi-channel brand activation.