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Familial Sportswear Ads

Columbia Sportswear's 'Ski Rescue' Ad Stars Brand Martriach Gert Boyle

— July 15, 2016 — Marketing
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.
Trend Themes
1. Emotional Advertising - Opportunity for businesses to create ads that capture the holiday spirit and evoke strong emotions, resonating with consumers.
2. Founder Storytelling - Opportunity for businesses to showcase the original founders and their stories to strengthen brand identity and connection with consumers.
3. Authentic Branding - Opportunity for businesses to emphasize their heritage and long-standing reputation to build trust and loyalty among consumers.
Industry Implications
1. Sportswear - Opportunity for sportswear companies to leverage emotional storytelling and brand heritage to differentiate themselves in the market.
2. Advertising - Opportunity for advertising agencies to create campaigns that tap into the emotional and nostalgic aspects of the holiday season to drive customer engagement.
3. Food Delivery - Opportunity for food delivery services to incorporate surprise and delight elements into their service, creating memorable experiences for customers.
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