Outdoor Apparel Brand Marmot Will Introduce Its Furry New Mascot at Super Bowl 50

Teaser clips set stage for GS&P campaign

Headshot of Patrick Coffee

Marmot wants to bring things back to nature in its first-ever Super Bowl ad.

The outdoor apparel and gear retailer's campaign comes from Goodby, Silverstein & Partners, which won the business after a late-2014 review.

Instead of featuring celebrity cameos, movie tie-ins or sweat-drenched athletes, the ad will star a "marshmallow-eating, fetchingly clad" marmot eager to spread the word about the great outdoors (and the sturdy clothing required to enjoy its many pleasures).

The first of three teasers sets the tone as the aforementioned mammal shows his slow-witted human friend how to make snow angels … in the dirt.

Next, the marmot has learned to enjoy fine human cuisine, but he's yet to master the art of fireside dining etiquitte.

The message is clear: he's just like us … in every possibly embarrassing way.

Two eco-minded University of California Santa Cruz students founded Marmot in 1971, but the challenger brand got a good bit bigger last year when the consumer goods unit of its parent company, Jarden, merged with that of Newell Rubbermaid.

With this campaign, Marmot looks to elevate its profile alongside those of crunchy competitors like The North Face, Patagonia and REI. Those brands have the granola ethos down—but can their mascots pee off the side of a mountain?


Client: Marmot

President: Mark Martin

Vp of marketing: Tom Fritz

Campaign: "Love the Outside"

Titles: "Snow Angel," "Campfire," "Peeing"

Launch Date: 2/7

Agency: Goodby Silverstein & Partners

Co-Chairman: Rich Silverstein

Creative Director, Associate Partner: Justin Moore

Copywriter: Kurt Mills

Art Director: Kyle Lamb

Executive Broadcast Producer: Hilary Coate

Managing Partner: Robert Riccardi

Account Director: Melissa Buck

Account Manager: Rosie Breen

Group Brand Strategy Director: James Thorpe

Brand Strategist: Kirstie Maryott

Brand Strategist: Marisa Perazelli

Director of Communication Strategy: Christine Chen

Communication Strategist: Maren Severtson

Business Affairs Associate Director: Judy Ybarra

Business Affairs Manager: Chrissy Shearer

Production Company: Reset Content

Director: Si & Ad

Managing Director: Dave Morrison

Executive Producer: Jeff McDougall

Head of Production: Jen Beitler

Producer: Ahnee Boyce

Editorial: Final-Cut

Editor: Joe Guest

Assistant Editor: Micah Chase

EP: Eric McCasline

HOP: Suzy Ramirez

Producer: Michael Miller

Online/Visual Effects: Electric Theater Collective

Executive Producer: Kate Hitchings

CG Leads: Remi Dessignes, Corrine D'Orsay, Steve Beck

Lead Flame Artist: Andrew Watson

Colorist Aubrey Woodiwiss

Audio Mix: Eleven Sound

Mixer: Jeff Payne

Assistant Mixer: AJ Murillo

Sound Design: Barking Owl

Sound Designer: Michael

Producer: Ashley Benton

Executive Producer/Creative Director: Kelly Bayett

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.