Green News

Timberland’s humerous new ad campaign

The Timberland Company has just launched its new advertising campaign for its Earthkeepers(TM) collection of environmentally-conscious footwear and apparel. The ads feature "heroes who take on the challenges of the great outdoors -- some humorous, some dramatic -- one step at a time". 

According to a press release from the Wall Street Journal's market watch, "The advertising campaign is but one element of Timberland's Earthkeepers initiative, which seeks to communicate the company's environmental values and inspire consumers to make their own environmental behavior change. In addition to advertising and product offerings, the Earthkeepers initiative also includes an innovative network of online social networking tools."

As an "outdoor brand", Timberland promotes their environmental consciousness, but they choose to market with flare rather than a preachy approach. Carol Yang, Timberland's vice president of global marketing explains that consumers are "weary of being "told" how to make green choices - so we decided to lighten up and take a tongue-in-cheek approach to communicating the Earthkeepers story."

Timberland's latest 30 second "Friends" spot takes a humerous look at how wearing the eco-conscious Earthkeepers(TM) boots can spare you nature's wrath. There is more than just the video clip of the ad to view when you visit the web site. Take a look at what went into the making of the ad spot and play the "unexpected obstacles" game. Nice graphics.

I personally own some Timberland shoes and clothing, but have never visited their site before. I hadn't realized that Timberland is not just an eco-friendly clothing brand – it is a whole movement of "earthkeeping". Visit the Timberland earthkeepers at The video clip below helps to illustrates what the movement is about.

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