In a series of Super Bowl teasers Goodby, Silverstein & Partners introduced a new marmot mascot for, uh, Marmot, the outdoor apparel and gear retailer for which the agency won creative duties following a review in late 2014.
The teasers each aim for over-the-top humor, employing the mammalian mascot in a series of ridiculous scenarios and giving an indication of what to expect for the big game. In “Snow Angels” Marmot and his human companion each make snow angels…in the dirt. “Campfire,” meanwhile has him chowing down on some human food around the fire, with a noticeable lack of manners. And “Peeing just features the character peeing off the side of a mountain. The brand’s Super Bowl ad buy seeks to elevate the brand’s visibility following the consumer goods unit Jarden, its parent company, merging with that of Newell Rubbermaid last year. And it would appear crude humor is the way GS&P and the brand will attempt to go about attracting viewers’ attention.
Credits:
Client: Marmot
President: Mark Martin
Vp of marketing: Tom Fritz
Campaign: “Love the Outside”
Titles: “Snow Angel,” “Campfire,” “Peeing”
Launch Date: 2/7
Agency: Goodby Silverstein & Partners
Co-Chairman: Rich Silverstein
Creative Director, Associate Partner: Justin Moore
Copywriter: Kurt Mills
Art Director: Kyle Lamb
Executive Broadcast Producer: Hilary Coate
Managing Partner: Robert Riccardi
Account Director: Melissa Buck
Account Manager: Rosie Breen
Group Brand Strategy Director: James Thorpe
Brand Strategist: Kirstie Maryott
Brand Strategist: Marisa Perazelli
Director of Communication Strategy: Christine Chen
Communication Strategist: Maren Severtson
Business Affairs Associate Director: Judy Ybarra
Business Affairs Manager: Chrissy Shearer
Production Company: Reset Content
Director: Si & Ad
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Head of Production: Jen Beitler
Producer: Ahnee Boyce
Editorial: Final-Cut
Editor: Joe Guest
Assistant Editor: Micah Chase
EP: Eric McCasline
HOP: Suzy Ramirez
Producer: Michael Miller
Online/Visual Effects: Electric Theater Collective
Executive Producer: Kate Hitchings
CG Leads: Remi Dessignes, Corrine D’Orsay, Steve Beck
Lead Flame Artist: Andrew Watson
Colorist Aubrey Woodiwiss
Audio Mix: Eleven Sound
Mixer: Jeff Payne
Assistant Mixer: AJ Murillo
Sound Design: Barking Owl
Sound Designer: Michael
Producer: Ashley Benton
Executive Producer/Creative Director: Kelly Bayett