Marmot wants to bring things back to nature in its first-ever Super Bowl ad.
The outdoor apparel and gear retailer's campaign comes from Goodby, Silverstein & Partners, which won the business after a late-2014 review.
Instead of featuring celebrity cameos, movie tie-ins or sweat-drenched athletes, the ad will star a "marshmallow-eating, fetchingly clad" marmot eager to spread the word about the great outdoors (and the sturdy clothing required to enjoy its many pleasures).
The first of three teasers sets the tone as the aforementioned mammal shows his slow-witted human friend how to make snow angels ... in the dirt.
Next, the marmot has learned to enjoy fine human cuisine, but he's yet to master the art of fireside dining etiquitte.
The message is clear: he's just like us ... in every possibly embarrassing way.
Two eco-minded University of California Santa Cruz students founded Marmot in 1971, but the challenger brand got a good bit bigger last year when the consumer goods unit of its parent company, Jarden, merged with that of Newell Rubbermaid.
With this campaign, Marmot looks to elevate its profile alongside those of crunchy competitors like The North Face, Patagonia and REI. Those brands have the granola ethos down—but can their mascots pee off the side of a mountain?
President: Mark Martin
Vp of marketing: Tom Fritz
Campaign: "Love the Outside"
Titles: "Snow Angel," "Campfire," "Peeing"
Launch Date: 2/7
Agency: Goodby Silverstein & Partners
Co-Chairman: Rich Silverstein
Creative Director, Associate Partner: Justin Moore
Copywriter: Kurt Mills
Art Director: Kyle Lamb
Executive Broadcast Producer: Hilary Coate
Managing Partner: Robert Riccardi
Account Director: Melissa Buck
Account Manager: Rosie Breen
Group Brand Strategy Director: James Thorpe
Brand Strategist: Kirstie Maryott
Brand Strategist: Marisa Perazelli
Director of Communication Strategy: Christine Chen
Communication Strategist: Maren Severtson
Business Affairs Associate Director: Judy Ybarra
Business Affairs Manager: Chrissy Shearer
Production Company: Reset Content
Director: Si & Ad
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Head of Production: Jen Beitler
Producer: Ahnee Boyce
Editor: Joe Guest
Assistant Editor: Micah Chase
EP: Eric McCasline
HOP: Suzy Ramirez
Producer: Michael Miller
Online/Visual Effects: Electric Theater Collective
Executive Producer: Kate Hitchings
CG Leads: Remi Dessignes, Corrine D'Orsay, Steve Beck
Lead Flame Artist: Andrew Watson
Colorist Aubrey Woodiwiss
Audio Mix: Eleven Sound
Mixer: Jeff Payne
Assistant Mixer: AJ Murillo
Sound Design: Barking Owl
Sound Designer: Michael
Producer: Ashley Benton
Executive Producer/Creative Director: Kelly Bayett