Mullen

Mullen is an advertising agency that is part of the Interpublic Group. Although headquartered in Boston, Massachusetts, Mullen also has offices in Winston-Salem, Pittsburgh, Detroit, and New York. One of their many clients is Timberland. Both of the spots below are from Mullen's campaign for Timberland PRO work boots. The first spot highlights the anti-fatigue technology feature of the Timberland PRO work boots, and the second spot highlights the steel toe protection feature.

I thought that this spot was effective in showing these features of the boot. And I found it interesting that the spot was done in an out of the ordinary setting for seeing work boots. Usually when I think of work boots, I think of a dirty, messy construction site. This spot highlights the concerns that one may have if they do work construction, but in a clever way. For example, it was interesting to see the shoe jumping rope and lifting a weight in the first spot. This shows that the shoe can endure situations where the person wearing the shoe will be doing arduous tasks, such as lifting, but without actually showing that. I thought that this was an interesting way to go about advertising the product. I also think that the medium they chose (film for a TV spot) was a good choice for their target audience, because after a long day, what manual laborer doesn't want to kick their boots off and relax by say watching TV?