Mullen’s First Bean Ad Emerges

New Approach Touts Range Of Goods Offered
BOSTON–Mullen has launched its first work for L.L. Bean, a single TV spot that preludes a new branding campaign expected by spring.
The 30-second commercial, now airing in East Coast markets for the holiday shopping period, positions the cataloguer as a one-stop-shop for an array of gifts, a departure from past executions which merely encouraged consumers to pick up the catalogue.
“We’re having more fun, showing a little more verve,” said L.L. Bean representative Rich Donaldson. “It’s a reminder that L.L. Bean is not just about Bean boots and chamois shirts.”
The spot opens on a young couple eating breakfast. When the woman asks her companion what he wants for Christmas, he replies, “Nothing anything. Maybe some dress shirts.” Then, inspired, he begins rattling off an entire list: a sleeping bag, binoculars, khakis, leather jacket, fly rod and a flashlight–all of which can be obtained via the Freeport, Maine-based retailer’s catalog. A voiceover concludes: “The L.L. Bean holiday catalog. What’s on your Christmas list?”
The concept for the spot was first presented in May as part of Mullen’s hotly contested pitch for the $20-25 million account against The Richards Group in Dallas and Carmichael Lynch in Minneapolis.
Bean is also running a radio spot in the same 23 markets as the TV ad. Last year, the catalog company spent about $5 million on pre-Christmas ads, per Competitive Media Reporting.
The client plans to return to the air this spring with its first brand campaign, expected to target younger consumers and tout Bean’s diverse offerings.