In one of the more pandemic-focused spots of the 2021 Super Bowl, Bass Pro Shops and Cabela’s made a plea to reconnect with nature following a year of lockdowns: “There’s still rocks to be skipped, trails to be trampled, fish to be caught. The great outdoors are wide open, and they’re calling us like never before.” 

The 60-second spot shows consumers planning their journeys, before switching to images of forest and lakes, mountains and a sunrise. The spot was envisioned by Founder and CEO Johnny Morris and produced in-house with support from Dave Swaine of Kuhl/Swaine, located in St. Louis. 

This ad marked Bass Pro Shops and Cabela’s first-ever Super Bowl ad. 

Bass Pro Shops wasn’t the only retailer with an outdoor-themed Super Bowl ad in the 2021 game. Scotts Miracle-Gro, which saw sales skyrocket as consumers invested in gardening and backyard improvement, tapped Martha Stewart and John Travolta, among others, for its Big Game debut.

Brand: Bass Pro Shops and Cabela’s

Agency: In-house

Quarter Aired: Q4

Super Bowl: LV

Year: 2021