M/W Bows Bean Ads

Martin/Williams at-tempts to dispel the perception of L.L. Bean as a cold weather, outdoor clothing outfitter in its first campaign for the company.

“People associate L.L. Bean with coats that help keep you warm, but they don’t associate the fun [summer] activities with L.L. Bean,” said John Karlson, senior vice president of strategic development at the agency.

To showcase the variety of Bean’s products, the ads use photographs of people enjoying warm-weather activities with headlines such as “A company founded on the premise of repelling water also knows how to embrace it.”