Quince UK Launch: David Schwimmer Chases a Red Cashmere Sweeter in New York
The actor’s campaign for the luxury brand marks its first UK push, revisiting a famous sitcom prop with a modern twist.
By Priya Marino ·
David Schwimmer is searching the streets of New York for a specific red sweater in a new advertisement for Quince. The campaign, released this month, marks the luxury fashion brand’s first effort in the United Kingdom. Schwimmer, who is 59, stars in the spot which draws a clear parallel to a famous scene from the sitcom Friends.
The commercial begins with the actor sitting on a park bench. He is sketching a garment in a small notebook and labels the drawing Dream #238. He looks up and spots a man wearing a red sweater in a shade the ad identifies as Coulis Red. Schwimmer shouts that it is his dream sweater. The man runs away, and Schwimmer chases him.
The chase continues across the city. Another man rides past on a scooter wearing the same knitwear. Schwimmer hops on his own scooter to follow. At a red light, a woman in a yellow cab waves at him from the backseat. She is also wearing the red apparel. Later, a small white dog wearing a miniature version of the sweater barks at the actor. The dog’s owner, a muscular man in a sleeveless vest, asks Schwimmer what he said to the animal.
Schwimmer returns to his bench and flips through his notebook. A red sweater appears on the seat in front of him. He puts it on. The garment is made from 100 percent Mongolian cashmere. As he adjusts it, another man appears and claims the sweater is his dream sweater. Schwimmer runs off before the man can grab it. The screen then displays the campaign tagline: The search ends here.
The red sweater is a direct reference to the 2001 Friends episode titled The One With the Red Sweater. In that installment, the character Ross picks up his red sweater from Monica’s apartment. This action reveals that he is the father of Rachel’s baby. Schwimmer directed that specific episode during season eight of the show. He told Quince that he found the concept for the new ad really funny. He noted that a red sweater and he go back a long way.
Schwimmer explained that he was already a fan of the brand before the company contacted him. He praised the quality of the items relative to their prices. The ad features the Quince women’s oversized cashmere crewneck, which is priced at 110 pounds. The men’s crewneck costs 60 pounds. The campaign does not explicitly mention the title Friends, but the visual cues are clear for long-time viewers of the series.
The brand is using the holiday season to introduce its products to British consumers. The ad plays on nostalgia while showcasing the softness and fit of the cashmere knitwear. Schwimmer’s character appears frustrated by the number of people wearing the item, but he eventually secures his own. The commercial ends with him running away to keep the sweater for himself.
