Another ad tapping into America’s outdoors obsession will debut this Sunday. Bass Pro Shops and Cabela’s will air a 60-second spot during the Super Bowl that celebrates the outdoors as a place consumers can turn to during these “trying times.”
Called “Get Back to Nature,” the commercial—the retailers’ first in the Big Game—talks about the healing power of the outside world. The spot, inspired by Bass Pro Shops Founder Johnny Morris, shows consumers planning their journeys, before switching to images of forests and lakes, mountains and a sunrise.
“To everyone in our great outdoor family, you may be feeling a little cooped up, but don’t forget there’s still rocks to be skipped, trails to be trampled, fish to be caught,” says a voiceover. “In these trying times, we need nature more than ever. We need nature to remind us that like a sunrise in the turning of the tides, these challenges will pass."