REI takes outdoors campaign onto TV
01/12/2009
Outdoor gear and apparel retail cooperative Recreational Equipment Inc (REI) has launched its first ever television campaign.
Commercials will run in eight cities across the US until December 24 promoting outdoor activity as something everyone can enjoy.
“Our new ads capture the co-op’s love of the outdoors and our desire to share that love with others. We hope viewers find them inviting, fun and authentic, and that they are motivated to spend more time in the outdoors,” said Tom Vogl, REI vice president of marketing. “Whether taking shelter from rain while hiking through an old growth forest or sharing sandwiches at a campsite while being awestruck by the stars above, we want viewers to be inspired to experience nature first hand.”
The ads were filmed in British Columbia and the director was Jake Scott, rock climbing enthusiast and son of noted film director Ridley Scott.
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