Actor, writer and comedian Craig Ferguson has made a name for himself as a television favourite after hosting The Late Late Show for a decade. He’s now venturing into a new project with a curiosity-driven TV show titled Couple Thinkers, premiering on YouTube on October 9th, 2017. The show is produced in partnership with American lifestyle brand GANT in celebration of its credo: Never Stop Learning.
October 2017, UAE – In Couple Thinkers Craig teams up with his wife, Megan Ferguson, a former art dealer, who is making her on-camera debut. Together they follow their curiosity and travel around the world to seek out topics they’ve always wondered about but have never had the chance to explore – until now. Featuring subjects ranging from “When do we need to leave this planet?” to “Can we stop aging”, the hosts rely on the world’s greatest minds to shed light on life’s big questions in a humorous yet authentic way that makes the show stick out from the rest.
“We partnered with GANT because they are genuinely altruistic in their approach to using the power of their global outreach. This is extremely rare in large companies and we wanted to be a part of that attempt and encourage it”, says Craig Ferguson. “The show gives Megan and me the unique opportunity to go straight to the experts in any particular topic we were curious or, let’s be honest, arguing about. Something I would imagine most couples would be grateful for”.
Together with some of the world’s most renowned experts, the topics Craig and Megan dive into include: Sustainability, Space and the future, Health and aging, Psychology and psychopathy, How to follow your dreams and What is success?
“To be a leading brand in the future we believe consumers need to understand why your brand exists”, says CEO Patrik Nilsson. “Since 1949, GANT has worked to make the world better and more beautiful through our passion for
American sportswear and lifelong learning. Our ‘why’ is Never Stop Learning. It is a promise to improve each day, to listen and learn on our quest to create deep and meaningful connections with our consumers. This TV show is a great example of that and, together with our innovative products that will make their everyday life easier, we are confident our consumers will help GANT to become the leading lifestyle brand in the world”.
GANT wants to inspire its consumers to be curious and to strive higher, in line with its credo of Never Stop Learning. Recognizing that traditional advertising cannot reach these goals, the idea of Couple Thinkers was born. The concept was developed by GANT and produced in collaboration with Zodiak Factory & Mastiff, part of the Banijay Group. With the TV show GANT offers something of value to people: content that engages, inspires curiosity and makes learning meaningful.
“We created this show with young curious professionals in mind – a group that is well-informed, open-minded and tech savvy”, says Global Marketing Director, Eleonore Säll. “We believe brands should dare to create content that is both entertaining and informative, content that people would genuinely like to watch. With this show we hope to create conversation starters, spark curiosity and prove that questions can be more important than answers – something we believe the world needs more of right now”.
Couple Thinkers will air in 70 countries and premieres on YouTube on October 9th. GANT made the choice to air the show on YouTube as it is widely populated and the most democratic channel where consumers can ride the wave of accessible learning.