• by Aaron Baar , November 30, 2009

Even outdoor enthusiasts have time to watch television during the summer months. Outdoor retailer REI is launching its first broadcast advertising campaign, with two television spots airing beginning this week.

The two commercials aim to depict the community of outdoor enthusiasts. In one spot, a group of hikers shares stories and laughs while waiting out the rain under a rocky outcropping. As the rain stops, the hikers pick up their gear and head their separate ways. "September 9: Jason Miller finds out, if you want to make instant friends. Just add water."

A second spot depicts two hikers making a meal of peanut butter sandwiches atop a mountain peak. "October 28: Jenny Crooker finds out that even the finest four-star restaurant is no match for one with four million stars," says a female voiceover.

Both spots end with the voiceovers telling people to "gear up for the great outdoors," and REI's tagline, "Find out."

"Our new ads capture the co-op's love of the outdoors and our desire to share that love with others. We hope viewers find them inviting, fun and authentic, and that they are motivated to spend more time in the outdoors," said Tom Vogl, REI vice president of marketing, in a statement. "Whether taking shelter from rain while hiking through an old growth forest or sharing sandwiches at a campsite while being awestruck by the stars above, we want viewers to be inspired to experience nature firsthand."

The ads, from agency BBDO Atlanta, will air on broadcast networks in eight markets -- Atlanta, Boston, Chicago, Denver, Portland, Ore., San Francisco, Seattle and Washington, D.C. -- reaching an estimated 30 million viewers.

In addition, the commercials will air nationally on cable networks such as Discovery, National Geographic, TLC, Planet Green, Travel Channel and ESPN, as well as on Web sites Hulu.com and YouTube. (The company's branded YouTube channel will also feature the two commercials.)