US Ad of the Week: L.L. Bean ‘Designed Smarter. Built Tougher.’

With the onslaught of back-to-school ads taking over television screens this time of year, it’s not always easy for brands to make their products stand out.

L.L. Bean opted to use a ‘show don’t tell’ approach for their latest backpack campaign, which has been voted by US Creative Department readers as Ad of the Week.

The spot starts with the question, “Why would you need a backpack that’s backed by a guarantee?”

It then goes to show what the average kid’s book bag endures during a normal school year, as backpacks are shown being jammed into lockers, rolling down a flight of stairs, and being hoisted up into treehouses.

Besides the TV ad, agency Erwin Penland has also created social content designed specifically for Pinterest and Facebook sponsored ads as part of the brand’s ‘Designed Smarter, Built Tougher’ campaign.

If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday

Credits:

Chief Creative Officer: Con Williamson

Executive Creative Director: John Cornette

Art Director: Kristopher Delaney

Copywriter: Danny McHatton

Additional Credits: Producers: Carissa Marlowe/Samantha Helfer

Group Account Director: Kat Shafer

Account Supervisor: Amanda Dwyer

Production Company: Oo La La

Director: Kristopher Delaney/Danny McHatton

Director of Photography: Patricio Suarez

Executive Producer: Luanne Allgood

Line Producer: Nina Sloan

Editing House: Beast Editorial

Editor: Amanda Moreau

Producer: Laura Molinaro

Composer Robert DiPietro

Producer: Jack Bradley

Audio Mix: Sonic Union

Mixer: Steve Rosen

Published: July 2015

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