Athletes Star in National TV Spot
PARK CITY, UT (Oct. 23, 2015) – The U.S. Cross Country Ski Team is wrapping up its final pre-season training camp in Park City, but they’re also keeping an eye glued to the TV to see its starring role in a national TV spot from new partner L.L.Bean. The spot kicks off with world champion snowboarder and L.L.Bean testing and design partner Seth Wescott and includes some magical footage of the U.S. Cross Country Ski Team training in New Zealand.
The L.L.Bean national TV advertising spot, titled A Whole New World, is airing on select national cable networks and in 13 spot markets across the country. Additionally, L.L.Bean will run digital video units across national outlets such as CBS, Hulu, YouTube and Facebook, and is executing high-impact display ad placements across weather and news sites throughout the campaign. The TV spot has been seen in various markets during NFL football games and MLB baseball playoffs.
WATCH: U.S. CROSS COUNTRY TEAM FEATURED IN L.L.BEAN TV ADVERTISEMENT
The fall advertising campaign, in which the TV spot will run from Oct. 12 to Nov. 15, continues the Guaranteed Season after Season theme which was introduced by L.L.Bean last spring, and highlights the many outdoor activities people can enjoy as the season changes from fall to winter. The ads feature L.L.Bean’s top outerwear lines - the 850 Down and PrimaLoft collections - and highlight L.L.Bean’s key partnerships with Seth Wescott and the U.S. Cross Country Ski Team.
The U.S. Cross Country Ski Team skis in New Zealand wearing L.L.Bean outerwear in the national commercial. (L.L.Bean)
“An important direction for us as a team is the engagement of our sponsors, like L.L.Bean, to activate national advertising around our athletes,” said U.S. Ski and Snowboard Association Chief Marketing Officer Michael Jaquet. “This is a great example of the youthful excitement our athletes can bring to campaigns. This TV spot will showcase our athletes, and our brand logo, to tens of millions of fans around America much as the Bode Miller spot did a year ago with Audi of America.”
“Our two brands share the drive for performance and a love for the outdoors, and we’re proud to share that story with our customers and beyond,” said Chuck Gannon, L.L.Bean Corporate Advertising Manager. “We’re excited to be featuring the partnership in our Guaranteed Season after Season campaign this fall."
Earlier this week, L.L.Bean and CRAFT Sportswear who serve as the Official Suppliers of the U.S. Ski Team, joined forces to meet the athletes at a uniform unveil in Park City. Both L.L.Bean and CRAFT Sportswear are first-year partners of the U.S. Ski Team’s cross country, nordic combined and ski jumping teams. The Team had significant input into the design from athletes, including World Champion Kikkan Randall, a testing and design partner for L.L.Bean.
About USSA
The U.S. Ski and Snowboard Association (USSA) is the national governing body of Olympic skiing and snowboarding. Developed to facilitate participation in national and international competition, the Olympic sports organization provides structure for competitive skiing and snowboarding. From grassroots programs to governance of sport, management of rules, competitions and athletic rankings, the USSA oversees athletic pipelines for development in the sports. The USSA operates out of the national training and education facility, the Center of Excellence, in Park City, UT. For more information, visit www.usskiteam.com, or follow the U.S. Cross Country Ski Team on Facebook, Twitter, Instagram and YouTube.
About L.L.Bean, Inc.
L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. Still family owned, Shawn Gorman, great grandson of Leon Leonwood Bean, was named Chairman of the Board of Directors in 2013. While its business has grown over the years, L.L.Bean continues to uphold the values of its founder, including his dedication to quality, customer service and a love of the outdoors. L.L.Bean products are rigorously tested, guaranteed to last and always shipped free. In the past five years, L.L.Bean has donated over $6 million toward conservation and land stewardship. The 220,000 sq. ft. L.L.Bean retail store campus in Freeport, ME, is open 24 hours a day, 365 days a year and welcomes more than 3 million visitors every year. L.L.Bean can be found worldwide at www.llbean.com, Facebook, Twitter, YouTube, Pinterest, Google+ and Instagram.