Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Product-as-hero advertising is seldom convincing. In these cynical times, we reflexively doubt the heroism of those who truly are heroic, so we’re not about to exalt a product. This ad finesses the matter with a narrative populated by such obvious nonheroes that the jacket is relatively heroic—or at least mock-heroic. Set on Mt. Hood, the tale begins when a hot-dog skier cuts off our unseen protagonist (i.e., “you”), “forcing you out of bounds and into God knows where.”
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in