Tommy Hilfiger’s fall 2010 campaign features an unconventional, fictional family: The Hilfigers. Like, not the real Hilfigers, but people who are playing them, “Royal Tenenbaums”-style. A Bloody Mary-loving mother and father, a parade of kids, including a son kicked out of boarding school, a Portuguese exchange student who never left, a mute daughter and two basset hounds gallivant in their Jeep Grand Wagoneer for what’s been dubbed “The Ultimate Tailgate.”

Tommy Hilfiger cites the campaign as the first to truly capture the brand’s funky-sportswear personality: “This new ad campaign…takes our visual identity in a fresh new direction while respecting our brand aesthetic. It is the first campaign to truly capture the brand’s 25 year heritage of twisted, pretty American sportswear.” The fall campaign was photographed by Craig McDean and styled by Karl Templer.