NEW! Gert Boyle Returns In Latest Columbia Sportswear #TestedTough Campaign

Company Chairman Gert Boyle is back -- and so is her no-nonsense attitude -- in a massive print, OOH and TV campaign for Columbia Sportswear. Boyle makes cameo appearances in each of the three TV spots where Columbia gear is tested in extreme conditions by company employees. Employee orientation at Columbia involves stranding newbies on a ski lift in frigid temps, with Boyle delivering dinner in a cherry picker. See it here. I'm more impressed that a printer, buried in snow, still works in "Snow Shovel." No snow day for the employee who shoveled out part of the printer -- only to get a paper jam. He'll be outside a while. Watch it here. Even company bathrooms are nontraditional; men gear up for a bathroom break like they're going outdoors -- because they are going outside. See "Nature Calls" here. One of the campaign's out-of-home ads features Boyle holding a cougar on a leash. "Where cougars really are cougars" says the ad. North created the campaign.

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