I can’t help but smile everytime I see these ads. They are well done because not only do they make me smile, them draw my attention to his pants, the focus of the commercials. Those pants always look good, even when covered with cement or mired in dirty snow.
The wife in me wants to have an excuse to take out some tension on my poor hubby and I marvel at the CEO’s humble acceptance of his place, even in this silly fantasy world they’ve created in these commercials. The ads are funny but they make the company feel informal and down-to-earth, even as they communicate the message, that Columbia’s pants are well tested and they pass with flying colors. But, I think the trick is that they tell me this ‘party-line’ message in a tongue-in-cheek fashion and they make me laugh.
Do I believe that the wife is testing the pants by darting the husband and dropping him at the North Pole? No, but these ads make me wish it were true. Hey, maybe Columbia should sponsor a reality show… 😉