Ad of the Day: Cabela's

Screen copy, natural sounds capture quiet moments in nature

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It doesn't take a lot of talking to appreciate the outdoors.

That's the charming subtext of this spot from hunting gear retailer Cabela's. Directed by Tyler Stableford, the ad eschews dialogue or a voiceover in favor of natural sound and screen copy. Those lines capture the little blips of solipsistic pseudo-insight that might flit through your brain as you sit at a campsite, sipping coffee and staring at a stunning landscape of rolling mountains. Some of the observations are more trite than others, but they do a great job of projecting a feeling of comfort—repackaging a self-satisfied, if simplistic, monologue as down-home marketing wisdom.



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