• by Sarah Mahoney  @mahoney_sarah, November 6, 2008

Forget about earth-friendly. In an effort to inject humor into a category that usually oozes sincerity, the Timberland Co. has launched a new ad campaign that paints Mother Nature as downright spiteful.

The TV ad, for its Earthkeepers collection of footwear and apparel, stars two hikers. One--in Earthkeepers boots--has a lovely time, while his friend is beset by high winds, a stalking tree, menacing falcons, and finally, a smug little beaver. "Wear new Earthkeepers, made with recycled materials," it warns. "Or nature might get you back."

The Stratham, N.H.-based company says the ads are running on ESPN, Comedy Central and local network affiliates in key markets. Supporting print ads are running in men's magazines and feature real-life hero Jeff Kosoff "and the first half of the true story of his potential attack by a pack of wild dogs." Ads direct readers to a microsite to find out what happens.

The company is also running an online component, which includes interactive games and banners.

The new effort comes at a time when specialty apparel brands are struggling. Last week, the company reported that revenue in North America fell 8.8% to $184.5 million, reflecting soft consumer spending in the U.S. For the full year, it expects mid-single-digit revenue declines, "consistent with economic conditions."

The ads were created by Leagas Delaney, the company's U.K-based ad firm.