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LL Bean sheds light on outdoor-only print ad in New York Times


By John McCarthy, Opinion Editor

September 26, 2017 | 3 min read

Outdoor apparel company LL Bean has ran an enticing print campaign with a manifesto that is only fully revealed in sunlight, the work ran as a full page ad in the New York Times last week.

LL Bean

LL Bean's sunlight ad

Echoing the brand’s efforts to get its customers venturing out into the great outdoors and its new ‘Be an Outsider’ tagline, Portland’s VIA agency developed the copy for the ad using specialised photochromic ink, reports AdWeek.

When read indoors, away from UV exposure, the copy reads ‘Just bring this outside”.

When brought outside, the above copy is incorporated into an, almost constitutional in style, ledger which reads as follows:

Welcome to the outside

Where there are no strangers

Only friends you haven’t met yet

Where days have names

Like beach, snow and bluebird

And where the smell of a campfire

means you are in the correct place.

You don’t need a passport to come here

An invitation to play here

Or a membership to be here.

Just step outside your front door and you’ve arrived.

You can forget your age, your worries, even your bathing suit.

Just don’t forget to bring your friends.

It doesn’t matter where you cam efrom

Only that you come often.

So wherever you are, join us.

Because on the insider, we’re all outsiders.

And if it’s outside, we’re all in.

Be an outsider.

It is reported that the manifesto was created before the creative delivery method was conceived.

Here's a video of the ad in action.

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