Erwin Penland and L.L. Bean Want You to Know ‘It’s a Whole New World Outside’

By Erik Oster 

Erwin Penland launched a new spot for L.L.Bean, promoting its winter collection with “It’s A Whole New Season.”

The latest in the agency’s integrated “Guaranteed Season After Season” campaign, the effort is built around a 30-second broadcast spot. “And just like that, it’s a whole new world outside,” says the voiceover, over a classic James Brown track and images of freshly fallen snow. The spot goes on to show people bundling up with L.L. Bean jackets and enjoying winter sports to make the most of the season. It’s all a bit much to take, since it’s still fairly early into the autumn season and most of us are not exactly looking forward to the winter chill. Still, the cheerful voiceover and Brown’s “A New Day” are almost enough to make the cold weather seem enticing. Almost. The effort is supported by OOH, digital stop motion animation spots and web banners.

Chief Creative Officer: Con Williamson
Executive Creative Director: John Cornette, Alex Lea
Creative Director: Danny McHatton
Producers: Sam Helfer, Sarah Pascale

Group Account Director: Kat Shafer
Account Supervisor: Amanda Dwyer


Editing House: Beast
Editor: Amanda Moreau
Music: James Brown “A New Day”
Audio Mix: Sonic Union
Mixer: Mike Marinelli

Photographer: Jonathon Kozowyk
Viewfinder Productions, LLC