Overview
- The Skims campaign rolled out on Tuesday and is live on Skims’ Instagram with reported digital billboards in Times Square showing Will Ferrell in character as Lonnie “The Hawk.”
- Photos and a short video, shot by Nadia Lee Cohen, show Ferrell wearing Skims menswear including a baby‑blue Mens Brief, undershirt, visor and tennis socks while posing with golf props.
- Skims presents the creative work as direct promotion for Netflix’s comedy series The Hawk, which is scheduled to debut on July 16, and Ferrell continues to appear in public and online as the character.
- Kim Kardashian provides the campaign voiceover and previously teased the collaboration on Instagram on June 16 when she coached Ferrell on taking selfies, and the posts drew celebrity comments from figures such as Naomi Watts and Heidi Klum.
- The effort is a deliberate cross‑promotion that blurs advertising and storytelling, giving Skims product exposure while amplifying prelaunch buzz for the series and increasing the chances viewers notice the July premiere.