Alaskan Hardgear: Life Less Soft by Planet Propaganda

Date: Nov 2019
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Workwear retailer Duluth Trading Co. is unveiling the first major advertising campaign for its Alaskan Hardgear brand in partnership with its longtime agency of record, Planet Propaganda.

The new campaign’s tentpole is a 30-second spot that showcases the exploits of real Alaskan workers in an imposing winter landscape, playfully juxtaposed with Leslie Gore’s 1963 hit song “Sunshine, Lollipops, and Rainbows.” 15-second spots (view examples here and here) cut for digital and social feature the same depictions of rough Alaskan life, bookended by the brand’s “Live Life Less Soft” mantra.

The campaign is the product of twice-yearly trips to Alaska that Duluth Trading and Planet’s creative teams have taken in search of real workers—from avalanche hunters and lumber mill workers to dockworkers and ice harvesters—to serve as authentic avatars for the brand’s Alaska-tough performance workwear. It also marks the first time Alaskan Hardgear is being advertised on streaming TV and digital/social video.


Planet Propaganda

Dana Lytle, Executive Creative Director

Brian Hucek, Creative Director

Kevin Longino, Creative Director

Katie Roach, Executive Producer

Emily Steele, Account Director

Karmin Arnold, Senior Account Executive

Duluth Trading Company

Lori Buscaglia, Creative Director

Ricker Schlecht, VP Product Development


Tracy Spera, Executive Producer

Alex Campbell, Assistant Producer

Mike Berg, Editor

Jenny Schaye, Assistant Editor

Marina Killion, Senior Audio Engineer

Zach Scheitlin, Audio Assistant

Paul Galati, Colorist

Kalvin Johnson, Assistant Colorist

Jim Moss, Effects Artist

Connor Luczak, Finish Assistant

Jason Kerman, Finish Assistant

Red Eye Reps

Maren Levinson, Rep

Corey Arnold, Director

Aly Nicklaus, DP

Michelle Boucher, Line Producer

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