RUGGED? THEY'RE EVEN COWPROOF

By Published on .

Mullen Advertising,

Wenham, Mass.

Timberland Co.

Paul Silverman, Creative Director/Copywriter

Margaret McGovern, Art Director

Paul Giraud, Photographer

Jon Krakauer, Photographer

John Holt Studio, Product

Photography

At one point, the creative team at Mullen offered to put a black bar over a bare behind in the Timberland ads.

"It was the butt of a lot of controversy," jokes Paul Silverman, agency creative director. "But Timberland is more adventurous and they-their products and their executives-allow you to do things that are bolder and more daring."

And that's the image Timberland wants for its apparel: gritty, outdoorsy, durable and rugged, for "times when your own skin isn't enough."

Muddy women pushing Jeeps, naked men on the frozen tundra have created that image.

During a photo shoot in the Washington Cascades, a hungry cow tested Timberland's durability by chomping on one of the many boots strewn about the location. The boot withstood the attack.

"Not only are Timberland boots waterproof, but they're cowproof, too," notes Mr. Silverman.

In this article:
Most Popular