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
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.