Agency: Leagas Delaney
The Timberland Company has launched this new TV advert as the second phase of its Earthkeepers campaign, which promotes the retailers collection of environmentally-conscious footwear and apparel.
The campaign features heroes who take on the challenges of the great outdoors – some humorous, some dramatic, one step at a time.
The 60 second “Delirium” spot shot by Noam Murro, which breaks across the UK, France, Portugal, Spain and Italy this week, depicts a capsized yachtsman’s battle with despair and vivid hallucinations.
The hero is cast adrift for forty seven days and in his delirium is prey to various visions and rescue fantasies. Ultimately, however, nature looks kindly on his choice of eco-conscious Earthkeepers boat shoes and blows his wreck into the path of a tanker.
The ad was shot at Universal Studios in LA and special effects were created by Framestore CFC.
Will Handley, Account Director on Timberland at Leagas Delaney said: "”Delirium” is Timberland’s second global TV spot that supports Timberland’s Earthkeepers™ product line. This campaign casts nature in a more dramatic light to underscore the potential benefit of wearing environmentally-friendly apparel."
“As an outdoor brand we're serious about doing our bit to protect the outdoors, and consumers are increasingly concerned about that too,” explained Carol Yang, Timberland’s vice president of global marketing. “This second spot for our Earthkeepers™ product line continues the theme of keeping in nature’s favour but captures a rawer sense of the exhilaration of the great outdoors.”
As part of the campaign, print ads will run as inside-cover, tri-fold and double page placements in select print publications in each advertising market, including GQ, Men’s Health and Outside magazine. The Earthkeepers™ boat shoe print ad ‘Wave like a Wall’ will feature real-life outdoor hero Tyler Abrams, and his true story of being hit by a fierce storm out at sea.
The campaign will also run online with video banners and interactive rich media banners on selected sites including, Sky Sports and Men's Health. The online campaign created by London based digital agency, Holst Digital, sets up the question of what extended periods of time at sea can do to a person's mind. The question is ultimately answered by rewarding the audience with the TVC at the end of each banner.
Mads Holst, Creative Director of Holst Digtial said: “By building on the drama from the offline campaign to re-enforce the environmental messaging and create a compelling experience, we are helping Timberland continue to build strong relationships with their audiences online”.
The online campaign, which features interactive CG ocean storms and epic seascapes will drive traffic to a campaign micro site and Timberland's product site in each market.