Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.
This week, Gert Boyle, the 91-year-old chairman of Columbia Sportswear, returns to the company's commercials after a decade. "It was time for us to insert some sexiness back into our advertising," she quipped of her appearance in a fall campaign from ad agency North. The lighthearted multimedia push, which kicks off this week, uses the line "Tested Tough" to stress the resilience and durability of Columbia's products.

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in