Created by Leagas Delaney, the ads promote the rugged characteristics of Timberland's products and uses lines including: "We build things to last. Maybe we should start a bank" and "One American institution that won't fall apart".
The campaign was devised to emphasise to consumers that, with less money to spend, they should expect their money to go further and their purchases to last longer and buy Timberland's rugged and long-lasting products.
Three rotating executions will run on digital escalator panels and another three will appear at Westfield shopping centre on digital screens.
The campaign goes live this week and will run for a fortnight. Press ads are planned to appear from next month.
The ads are portrait shaped, with white copy on a black background and single product shot.
They were written by copywriters Matthew Moreland and Ben Stilitz and art directed by Chris Clarke, Adrian Britteon and Colin Booth.