Columbia offers Flat Earthers the keys to the company in new ad

"Developed in partnership with adam&eveDDB, who recently worked with the brand to launch its new platform, this latest release takes the tomfoolery one step further. In a short campaign video, the company's leader Tim Boyle makes a tantalising offer to conspiracy theorists all around the world who believe the Earth is flat: if they can find the supposed edge of the planet, they can win everything the company owns."

"Shot at the Columbia headquarters in Portland, Oregon, the film focuses on Boyle as he wanders around the office listing the many things one lucky winner could own - from the coffee machines and whiteboards to a mounted deer's head and two gondola passenger cabins. As he addresses the Flat Earth community, his employees repeatedly butt in to clarify what is actually up for grabs and what is not."

"Silly and sarcastic in tone, Expedition Impossible maintains Columbia's new approach to marketing, which in turn draws on the brand's history of offbeat storytelling. Boyle explains: "This is another example of Columbia's mission to channel the bold, irreverent energy that has long defined the brand." Beyond the silliness, this communication style also creates space for Columbia to highlight the quality of its gear, without adopting the kind of self-important tone that other outdoor brands can fall prey to."

Columbia Sportswear released Expedition Impossible, a tongue-in-cheek campaign offering to give away company assets to anyone who finds the supposed edge of a flat Earth. The video, filmed at Columbia's Portland headquarters, shows CEO Tim Boyle wandering the office and listing items up for grabs—from coffee machines and whiteboards to a mounted deer's head and gondola cabins—while employees interject to clarify prizes. Developed with adam&eveDDB, the campaign leans on irreverent humor rooted in the brand's offbeat storytelling. The approach highlights the durability and innovation of Columbia gear while avoiding self-important outdoor-brand messaging.

Read at Creative Review