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 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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