• by Larissa Faw , May 21, 2019

The Orvis Company is teaming with agency Admirable Devil to launch the 150-year-old mail-order and retailer's first TV campaign. 

"The Great Awaits" brand tagline and campaign is rolling out timed to coincide with Father's Day through images of outdoor activities, such as fly-fishing and boating, along with Orvis products. 

The campaign includes two 30-second television spots launching on national cable. 

Creative components include and upbeat anthem and life lived well with the outdoors as the backdrop.  

Print ads were developed with Orvis' in-house creative team and are running in publications like Garden & Gun and The Drake.  

The DC-based Admirable Devil first started working with Orvis three years ago to develop a modern, edgy look to support the brand's latest fly rod in its Helios series. That work lead to an invite to compete for a strategy assignment to help Orvis group its categories, specifically fly-fishing, hunting, dog, and home under one umbrella that would form a strong brand platform.