by  , May 21, 2019, Mediapost (REPOST)

The Orvis Company is teaming with agency Admirable Devil to launch the 150-year-old mail-order and retailer’s first TV campaign.

“The Great Awaits” brand tagline and campaign is rolling out timed to coincide with Father’s Day.

“The Great Awaits” brand tagline and campaign is rolling out timed to coincide with Father’s Day through images of outdoor activities, such as fly-fishing and boating, along with Orvis products.

The campaign includes two 30-second television spots launching on national cable.

Creative components include and upbeat anthem and life lived well with the outdoors as the backdrop.

Print ads were developed with Orvis’ in-house creative team and are running in publications like Garden & Gun and The Drake. 

The DC-based Admirable Devil first started working with Orvis three years ago to develop a modern, edgy look to support the brand’s latest fly rod in its Helios series. That work lead to an invite to compete for a strategy assignment to help Orvis group its categories, specifically fly-fishing, hunting, dog, and home under one umbrella that would form a strong brand platform.

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