David Schwimmer Chases a Red Sweater in Quince Campaign

David Schwimmer’s latest search for a red sweater takes him through New York City in a new holiday campaign for clothing brand Quince, released on November 9. The 60-second ad follows him as he spots people wearing the cashmere garment, including a dog, and pursues them. After he catches up with one sweater, another person claims it as their own, sending Schwimmer running again.

The campaign, called “The Red Sweater,” riffs on a pivotal Friends episode from 2001. In the Season 8 story, Ross Geller, played by Schwimmer, is identified as the father of Rachel’s baby after his red sweater is found in her apartment. Schwimmer also directed that episode.

Schwimmer said he found the campaign idea funny because of his long association with the garment. Quince said he took part in developing the ad, including its script and final edit. The company describes the campaign as its first major celebrity-led effort.

The ad also promotes Coulis Red, a limited color being introduced across selected 100% Mongolian cashmere styles. A women’s oversized crewneck is priced at $129.90, while a men’s crewneck costs $69.90; both went on sale through Quince’s website on November 9.

The campaign premiered on YouTube and Instagram, with shorter versions planned for other social platforms. Quince is running it in the United States, Canada and the United Kingdom, its first international, multichannel brand campaign.