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With its mix of images of outdoor fun set to “Big Rock Candy Mountain” by Harry McClintock, this L.L. Bean commercial elevates a “20 percent off all backpacks” back-to-school sale to a sensory treat. Directed by Jeff Preiss, the spot captures gorgeous beaches, hiking and even a school-bus-boarding scene with a light-handed touch that matches the spirit of the soundtrack. Graphic weaving of the spot’s message in white type superimposed playfully in the imagery is a nice way to convey the brand message, “Whether the journey is one mile, 10 miles or K through 12,” L.L.
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