Collaborate Breaks Gore-Tex Ads

Ad agency Collaborate launches its first work for Gore-Tex with a number of print ads and a TV spot.

The client, based in Elkton, Md., is primarily known for the fabric it makes that is used to waterproof outdoor equipment and sports clothing. This new effort is tied to its introduction of a Gore-Tex line of clothing and is designed to build on the high level of consumer recognition the company enjoys.

Spending was not released. When Collaborate won the business, billings were estimated at $5 million.

Print ads show photos of people engaging in outdoor activities such as hiking, climbing and snow sports. Each features a “handwritten” journal entry with copy such as “The warmth of an open fire” and “a muddy trail underfoot.” The tagline is: “Comfort is where you find it.”

“Gore is a classic brand, but people only know them for their waterproof breathable gear,” said Robin Raj, executive creative director and partner at Collaborate in San Francisco. “If we showed people using the gear, we could show that if you were on a hard-core mountain climb or a bike ride it would keep you comfortable.”

The push also features one-third-page ads for specific products such as Gore-Tex Paclite Outerwear and Windstopper garments. Ads will appear in Backpacker, Condé Nast Traveler, Country Living and in lifestyle and sporting magazines. There is also a 30-second TV spot.

Collaborate, with $45 million in billings, also has offices in Sweden.