Timberland's Timely Advertising

My favorite print ads tend to be very uncluttered and direct, almost iconic pictures and text that hit you where it counts; they need to since you're unlikely to look at the best print ads for longer than a glance.  When I came across this ad, I was struck by the classy, under-developed look of the ad, with the perfectly shined brown timberland shoes in relief against the pure black background-- almost as if the shoes were in a display window, impervious to time and the changing trends.

Drawing from the simplicity of classic print ads of the 50s and 60s where this kind of look would have perhaps been done as a stylistic drawing, this ad asserts that it doesn't need to wow you with anything more or less than the quality of the product itself.  Since the background is just black, all the audience's attention is drawn to the shoes-- no gimmicks or distractions.  The ad asks us to either accept the shoes for what they are or not.  The font of the writing also backs up this emphasis on the product by claiming that Timberland's shoes are built to last, and this statement is made more believable by the rugged look of the writing as if it has also lasted for a long time.  

And then as if its bold, understated approach weren't good enough, it has a not so subtle dig at the bailout of the banks that has bothered so many working-class Americans, insinuating tongue-in-cheek that if the banks had been as concerned with quality and openness as Timberland is, then they wouldn't have tanked.

The ad is clearly targeting the middle-aged, working class demographic who perhaps have a nostalgia for the past when everything was "black and white" and when companies and banks cared more about quality and were more honest (or at least are remembered as such).  The claims of durability are also going to hit home for this same population since they want their shoes to be as tough as they perceive themselves to be; after all, even if the economy is struggling, you can at least trust that your your shoes are going to last.

Overall, this ad struck me as concise, appealing, and cheeky enough to be memorable.  Clearly this ad is not meant to be relevant in five or ten years, but for now it makes a strong impression and creates a sense of camaraderie with its target audience.