Just before the holidays, REI released its first-ever TV advertisements - two spots that depart from typical outdoor gear marketing that show products as heroes and outdoor enthusiasts as superheroes. Designed to inspire sales during the holiday season, they actually inspired a first-ever “generational face-off” blog post from the Creating Results team: will REI’s new TV ads connect with Baby Boomers and beyond?
The REI Holiday TV Ads
Both new spots feature intergenerational groups. In one, a group of hikers (including a sixty-something gent) wait for the rain to stop under a rocky ledge. In the other, a mother and daughter enjoy a meal of peanut butter sandwiches on a cold mountaintop. Both depict the outdoors as perhaps a little wet, cold or uncomfortable but still fun.
Holiday Hikers/Just Add Water (cave)
Mountain View/4-Star Dining
Tom Vogl, REI vice president of marketing, says “We hope viewers find them inviting, fun and authentic…”
Dan Neil of the LA Times says “I think the retailer just walked off a cliff.”
What did our team have to say?
She Said: Boomers Love the Outdoors, Won’t Love these Ads
It’s only right that Kathy East, VP of Client Services Director and a Baby Boomer herself, starts our generational face-off.
What a missed opportunity! And worse than that … The elders in both spots are TOTALLY IGNORED! I’m not feeling all warm and fuzzy about that co-op I joined 35 years ago in Seattle. Yes, 35 years ago when I was 2 years old 20 years old.
There are plenty of statistics that prove that Boomers and “old cusses” love the outdoors. Including hiking, fishing, backpacking, kayaking, camping and all other activities that REI sells, sells, sells.
REI would be better off not including the “ole cuss” in the “Just Add Water” spot since he had no role. He fumbled with his walking sticks and I don’t believe even got a nod from any of the younger (Gen X) group. The viewer ends up feeling sorry for him. He could’ve given the group a tip about a great spot/view…
In the 4-star dining spot, why not show how sharing an experience like that is a great opportunity for people to connect, even mothers and daughters. Was she there just to make dinner? Boomer mom probably had to clean up too.
I’ve sat – freezing – on top of a volcano to watch the sunrise and hiked in the rain numerous times and loved it all. What is “cool” is that these spots show that some crazy folks think it’s actually worth it. That part I like very much.
He Said: The View from a Beach-Loving Creative Director
Mike Stakem, Creating Results’ Director of Creative Services, is a warm-weather-loving guy who was born between the Baby Boom and Generation X (we call him a “gap kid,” but he’s very close in age to Generation Jones/the younger Boomers). His take on the REI TV ads?
I agree with the LA Times guy for the most part.
Maybe it’s where you’re coming from: I’m a beach-loving, warm-weather-craving, never-been-camping-in-my-life kinda guy.
I liked the emotional draw of the images, especially the peanut butter mother and daughter and the starry night.
The Cave image made me cold and sad. Sure, the ad included an older hiker huddled with a group of younger guys from the rainstorm. But, even if he was out actively enjoying nature, somehow I didn’t get the idea that he made any friends in that group. He appeared uncomfortable and separate. There was that awkward moment when the young guy turns to him to say goodbye and then turns back to shake the other young guy’s hand. And then the old guy walks off alone. Sad.
If REI’s target is the mountain-climbing thrill seeker, they may be right on target by keeping it real. If they want my business, they would need to show me images that don’t make my toes go numb.
She Said: The Gen Xer (and apparent Pollyanna) Chimes In
Erin Read Ruddick, Client Services Director, is part of the cohort that bristles at its “Gen X” nickname. She says:
I liked the way these ads were authentic – both in the situations they depicted and in the models they chose.
On first viewing, I thought woohoo! Finally, REI is showing older people in their ads. We’ve got a clearly Boomer mom and her daughter together on a mountaintop, and a Silent Generation hiker mixing with the Gen X youngers in the cave. (Of course, after listening to Mike and Kathy, now I can’t see him as anything but sad and lonely.)
In neither ad is there a point made about their age, they’re not the butt of jokes, they’re just part of the crowd. The ads aren’t selling items specifically designed for old cusses; it’s not an ad for “hiker Depends.” Rather REI is showing that any lifestyle product is good for an old cuss who’s active and fit.
Most importantly the ads have an authenticity about outdoor recreation that I think will appeal to Boomers. One thing that’s always annoyed me about outdoor catalogs is how everything’s so shiny, and happy, and clean and perfect. The reality is far different. Changing weather and conditions are part of what make camping and hiking an adventure – you never know what to expect!
In REI’s new TV ads, the products are not shown “hero-style” in pristine conditions, or their users as superheroes who can scale K2 without breaking a sweat. This time, it’s wet and uncomfortable and real; that’s a true portrayal which should resonate with Boomers.
The last word, of course, is going to go to Boomer consumers. But tell us – what do you think of REI’s new TV ads?
(Tomorrow, we’ll tackle the perhaps bigger question: Old People Don’t Hike or Camp, Do They?)
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REI missed a huge boat! I had worked for seven years with the Del Webb Communities of NJ – Somerset Run, Wanaque Reserve and River Pointe. In 1997 a survey was conducted by ProMatura and it was such an eye opener.
The survey was conducted about lifestyle interests among a select group of Baby Boomers and senior citizens shows that active recreation, especially adventurous pursuits, such as hiking and river rafting, was emerging as a top interest for these older Americans. It challenges conventional thinking about “senior” recreation, according to Del Webb, who is the nation’s largest builder of active adult communities for people over age 54.
Although interest in many passive recreation activities still exists, demand for more active forms of lifestyle programming has emerged as a top priority among current residents and prospective homebuyers.
Adventure programming, such as hiking, climbing and river rafting, are appealing to a much larger percentage of our residents than we have seen in past years.
Adventure activities emerging
Swimming, golf, and bowling topped sports, athletic, and outdoor pursuits, but surprisingly, adventure activities like kayaking, hiking, and even hang gliding are quickly working their way up the scale. Hang gliding/parasailing/parachuting was ranked as extremely important(1) as a lifestyle offering by 6% of the respondents — nearly equal to the 6.1% of respondents who ranked competitive running the same.
Team sports like softball and tennis also ranked high. Nearly 20% of respondents ranked softball extremely important(1) and nearly 25% of respondents ranked tennis the same.
Did you know that the world record for senior rollerblading was set at Sun City Huntley in Huntley, Illinois. Del Webb communities continue to see activities emerge that reflect this newer interest in adventure and other forms of active versus passive recreation pursuits.
Top sports, athletic and outdoor adventure pursuits:
Activity Percent ranked “extremely important”(1)
Swimming………………55.2%
Golf……………………..49.2%
Bowling…………………34.4%
Fishing………………….30.1%
Canoeing/Kayaking……26.2%
Increasing in popularity:
Hiking/climbing/rappelling……………….18.0%
River rafting……………………………….17.8%
Downhill skiing…………………………… 9.1%
Rollerblading……………………………… 7.3%
Competitive running……………………… 6.1%
Hang gliding/parasailing/parachuting….. 6.0%
Total respondents = 3,584
Surveyed on a variety of topics, respondents to the lifestyle interest survey confirmed current programming in Del Webb communities and affirmed directions headed toward an even more active lifestyle.
Components of adventure programming have been implemented in several communities since late 2005 and expects to expand the program as new communities open.
Based on what I experienced about Del Webb residents and what I’ve have learned from over the past 7 years as a leader in the active adult homebuilding industry, connecting program offering with how the resident lifestyle is enriched will continue to remain a critical priority at Del Webb communities.
Programming that encompasses multiple dimensions of health and wellness and responds to new trends and interests that emerge is a focus for today, especially as the Baby Boomer generation continues to move in to active adult communities and helps to mold the current and future programming options.
That hideous commerical with the woman grunting over her PB sandwich is why God created the remote control. I’m an outdoor enthusiast who’ll never set foot in another REI or go near its website because the association with this ad is so revolting.
I agree with Colleen’s view of the “women grunting” advertisement. What were they thinking? I’ve spent a bit of time in the woods. I do not believe people check their brains or their manners at the trail head. Does that ad make me want to shop at an REI? Heck no. I’m afraid I might be stuck in line behind some paleolithic throwback, grunting and fating… Ugh!
I can’t shake the old guy in the cave ad by REI. I have no idea what else was going on or being sold, I just have a sense of sadness at how deliberately the old guy (my age group) was ignored. What an opportunity to show kindred spirits sharing a love of the outdoors and since I’m from Oregon, a love of the rain as well! Is he there for any particular reason? No one spoke to him, looked at him, or shared a thing with him. We elders are financially flush as a group and active. Why spend a dollar at REI knowing how they view (or don’t view) us?