Just ahead of the 2015 holiday season, Columbia Sportswear began airing a series of print and TV ads staring company chairman Gert Boyle. While the ads do not focus on any specific products or technology, the emotional tone of the campaign fits in perfectly with the spirit of the holiday season.
One of the ads that aired last October was titled 'Ski Rescue' and it featured 91-year-old Boyle, who is the matriarch of the 77-year-old company. In the ad, two new Columbia employees are seen sitting on a ski lift on a freezing cold night. The two unsuspecting employees are then greeted by Boyle, who delivers them a pizza before quickly disappearing. The ad is meant to show that Columbia products are tested in the harshest conditions of the Pacific Northwest, while also referencing the brand's long-standing heritage.