Lowe & Partners/SMS finally breaks its first major campaign for Eddie Bauer this week, nearly a year and half after picking up the apparel maker's account in a review.
The $15 million TV, print and outdoor campaign was created by Lowe's San Francisco office, with creative support from its New York parent.
The national effort is also Eddie Bauer's first-ever multimedia campaign, according to Jack Sansolo, the company's executive vice president, global brand direction. TV and outdoor advertising is a new direction for the historically direct mail-oriented catalog retailer, he said.
Lowe's work emphasizes simplicity and comfort, positioning the client's clothing as a solution for those who want to look good, but in a relaxed and uncomplicated way.
One of four 30-second TV spots features historical, animated and modern footage of golfers getting angry on the course. They curse, throw their gear in the water and beat the ground with their clubs.
Each film snippet in the TV spots shows the image of a plus sign and ends with an equals sign. The answer to the equation in this case is the image of an Eddie Bauer golf vest and shirt. The text reads, "Feel frustrated and relaxed all at once." The spot wraps with an image of the Eddie Bauer logo and the statement, "Since 1920."
Print and outdoor ads echo the TV work. An online effort being developed in-house will break later this year.