Cole Henderson Drake (CHD) wants to break through with embroidered shirts and have a little fun with weight. The agency recently launched a new print campaign for Delta Apparel’s Magnum Weight t-shirts, bank ing on the quality of the shirt used by embroiderers and resort T-shirt makers who look for high quality shirts to demand a premium for their end product.

CHD wanted to break out of the category mold. Acc ording to CHD, most of the competition’s ads just show a T-shirt and a logo. CHD adopted a tongue in cheek approach, while keeping the simplicity of presenting a singular idea. The visual ideas in the new ads and the tagline “unusually heavy t-shirts” drive home the weight and the quality of the Delta shirt while prompting a laugh by exaggerating just how heavy they are.

“The best advertising executions usually stem from very simply ideas. This simple and clear direction gave the creative team room to develop something intriguing and memorable,” adds Senior Strategic Planner, Dana Lezaj.

Delta Apparel sells its products as blanks to be screen printed or embroidered with logos and design for sale to consumers. The company manages operations in five states with two sewing facilities in Honduras and one in Mexico. Worldwide, Delta employs over 2,500 people.