These Boots Are Made for Volunteering

Advertiser: Timberland

Agency: Martin Agency, Richmond, Va.

Challenge: Introduce the shoe company’s line for fall while making a statement about the brand.

The Ads: In an example of so-called cause marketing, black-and-white print ads show Timberland boots and shoes, while urging consumers to do good deeds in their communities. One print ad shows a pair of leather walking boots on a brick step. Next to it is a call to action that says in part: “There was a time when you knew . . . that chaining up a dog was mean. . . . We begin with our compass at dead center, but slowly . . . it gets off track.” The ad urges consumers to “become the person you know you were meant to be . . . the one you probably were in third grade.” The ad, like others in the $10-million campaign, provides a toll-free number readers can call to get a brochure offering tips on finding volunteer activities.

Comment: One reason consumers choose brands is to make a statement about themselves. In these ads, many of which show worn shoes, Timberland asserts that it is genuine, involved and dependable. For doing little more than handing out free brochures, Timberland gets an awfully big halo. (And the toll-free number gives Timberland instant feedback on how consumers respond to the pitch.) Timberland isn’t selling community involvement. It’s selling a way to look involved--by wearing its shoes. $$+

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being highest.