NEWS: AMV reveals first campaign for Timberland boat shoes

Timberland is extending its reputation for rugged and waterproof outdoor footwear with new advertising promoting its boat shoes.

Timberland is extending its reputation for rugged and waterproof outdoor

footwear with new advertising promoting its boat shoes.



Abbott Mead Vickers BBDO has produced the campaign which will run in

selected Sunday colour supplements, the style press and yachting

magazines.



The ads will promote Timberland’s top-of-the-range 30021 design as the

only authentic boat shoe.



Written by Diane Lever, art directed by Simon Rice and photographed by

the Douglas Brothers, the three ads are the first to be devised by the

agency since the US-based Timberland aligned its global business within

the BBDO network last June.



Each of the ads in the series highlights a particular advantage in the

shoe’s design, such as the number of pearl knots to stop stitching

running if the thread should break.



The headline reads: ‘Even before our boat shoes make it on board they’ve

got up to 50 knots’.



The ads contrast grainy black-and-white photos with the blue and orange

colours of the lining of Timberland shoes. The brand first appeared in

the US in 1973 and was launched in the UK ten years ago.



Carl Shuck, the Timberland account director at the agency, said:

‘Timberland is the dominant brand in the sector and we’re now spreading

its quality and authenticity to other products in the range.’



The campaign follows what Timberland says was a highly successful direct

response drive last autumn.



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