On a Final ‘Journey’

The Martin Agency has unveiled what will likely be its last campaign for outdoor clothing retailer Timberland.

Ads pose the question, “Would you do it again?” though they retain Martin’s past tagline for the Stratham, N.H.-based client: “For the journey.”

Timberland is currently reviewing its $15-20 million account. Black Rocket/Euro RSCG, San Francisco; Carmichael Lynch, Minneapolis; and New York’s Fallon and J. Walter Thompson are finalists. Richmond, Va.-based Martin is not defending.

“We’ve enjoyed our working relationship with Martin,” said Malcolm Gray, senior director of global advertising and communications at Timberland, adding that the firm’s split with the shop came from a desire to increase its international presence.

New print executions employ images of familial bonding to connect with consumers on emotional and functional levels.

The ads are appearing in publications such as Details, Rolling Stone and Sports Illustrated. Media chores are handled by Allscope Media in New York.

A 30-second TV spot breaking in October shows a city dweller’s desperate attempts to escape to the outdoors, taking his canoe through New York’s streets and subway stations. A cab driver finally permits the man to strap the canoe to the taxi’s roof, allowing him to reach his destination. “Get Up, Stand Up” plays in the background.

Outdoor executions will appear in public transit stations and telephone booths in New York, San Francisco, Chicago and Atlanta.