Agency: Leagas Delaney
A sprint off between a man, a wild hog, pack of wolves and a brown bear hopes to inspire couch potatoes to take on the great outdoors. Or simply to buy the latest Timberland shoe – to give the impression they might. One day. When they get around to it.
The outdoor clothing and footwear company has launched an integrated campaign designed to support its new Mountain Athletics line of multi-sport outdoor footwear.
UK-based Leagas Delaney, created the television and advertising portion of the worldwide campaign.
The worldwide campaign includes television; mobile iPhone and Blackberry applications and games; interactive billboards; branded videos and commercials on Hulu; customizable Pandora radio stations; reverse sidewalk graffiti; “station domination” out-of-home advertising; in-store promotions and retail windows; and public relations targeting trend-driving blogs and magazines.
The ‘Bait’ television spot, which breaks across the UK, Italy and the US this week, shows a trail runner being chased by dangerous animals on a run through the forest.
The hero is seen successfully outrunning a wild boar, a pack of wolves and ultimately a bear, across difficult terrain, aided by his Timberland Mountain Athletics footwear.
In the end he is able to stay ahead of the animals and as he leaves the forest, the animals give up the chase. The chase is accompanied by the adrenalin pumping song “Don’t Give Up” performed by ad land favourites, The Noisettes.
“The ‘Bait’ spot Leagas Delaney has created perfectly expresses the outdoor credentials and excitement of the new Mountain Athletics collection in a fresh, impactful way that is consistent with the Timberland brand,” said Vice President of Global Marketing for Timberland, Jim Davey,
“Our new worldwide marketing campaign, with its combination of social and digital media, innovative advertising and public relations, creates a meaningful conversation with our young consumers and demonstrates Timberland’s commitment to integrated marketing around the world.”
As part of the campaign, print ads will be running in Italy and the UK supporting the TV concept of a runner being chased by wild animals.
Out-of-home will run in the UK and US, including a “station domination” of the high-traffic Harvard Square neighbourhood in Cambridge, Massachusetts for one month. In-store the campaign will be supported by window and POS displays based on the print artwork.
The online campaign will include digital sponsorships on Hulu and a create-your-own playlist integration on Pandora.