Temerlin McClain will break a campaign Nov. 1 for a limited edition, L.L. Bean-branded 2001 Subaru Outback.
The campaign is the first since Subaru of America in Cherry Hill, N.J., and L.L. Bean of Freeport, Maine, entered into a multi-year, strategic marketing partnership in February. The agreement calls for the model to be the sole vehicle featured at L.L. Bean retail outlets and in its merchandise catalogs.
A 30-second television commercial shows a hiker in the rain who escapes into his Subaru Outback. The voiceover intones, "Introducing the latest in all-weather gear from L.L. Bean—warm, waterproof and rugged." Beauty shots of the vehicle are then followed by the statement, "The L.L. Bean Special EditionOutback from Subaru. Parka sold separately."
A spokesperson for the agency said the campaign seeks to position both companies as "outdoor adventure experts cut from the same cloth."
The spot will be shown on an extensive national cable buy, which includes A&E, ESPN, MSNBC and The History Channel. The budget for the campaign was not disclosed.
Temerlin McClain in Irving, Texas, is Subaru's national agency of record. Martin/Williams in Minneapolis was recently named L.L. Bean's agency of record.
Over the past six years the car maker has nearly tripled revenue and seen sales increase by nearly 50 percent, thanks for the most part to its popular SUVs.