Bean Goes Beyond Boots, Chamois

First Commercial From Mullen Gives Glimpse of What’s to Come
BOSTON–Mullen has broken its first work for L.L. Bean, a holiday TV spot that sets the stage for a branding campaign expected by spring.
“We’re having more fun, showing a little more verve,” said L.L. Bean representative Rich Donaldson. “It’s a reminder that L.L. Bean is not just about boots and chamois shirts.”
The spot opens on a young couple eating breakfast. When the woman asks her husband what he wants for Christmas, he says, “Nothing .