SOURCE: Duluth Trading Company
May 20, 2009 10:53 ET
Duluth Trading Co.'s New Online Ads Feature Pants Tougher Than an Angry Beaver's Teeth and the Solution to Plumber's Butt
Simple Animated Ads Tout Ingenious Workwear
BELLEVILLE, WI--(Marketwire - May 20, 2009) - Duluth Trading Company, known for its quirky
approach and tough, functional workwear that's designed and
tested by tradesmen, is delving
into the world of online advertising with two animated shorts. The simple,
yet well-crafted vignettes created by Planet Propaganda showcase Duluth
Trading Company's solutions to universal guy problems, such as stifling
plumber's butt and encountering a giant angry beaver in your back forty.
"From our illustrated catalogs to our meaty product descriptions, to the
storytelling approach in these online ads, we serve up a good chuckle that
makes guys think about our products and shopping for tough workwear in a
new way," says Suz Harms, director of marketing for Duluth Trading Co. "We
hope our loyal fans, and those new to Duluth, will appreciate these funny,
no-frills shorts that demonstrate the character of Duluth and our approach
to creating really useful products."
Fire Hose Work Pants vs. Giant
Duluth Trading's Fire Hose® Work Pants recently proved their superior
tearing strength and abrasion resistance in a series of rigorous lab tests
to exhibit job-tough performance and back up customer testimonials. The
tests also prompted the new "We Dare You to Wear 'Em Out" Guarantee that
promises customers a brand spankin' new pair of Fire Hose® Work Pants
should their pants ever fray, tear, rip or give out. But who knew they
would also stand up to an angry beaver's teeth?
In the 15-second 300x250 Flash ad, a giant angry beaver goes after the legs
of an outdoorsman sporting a pair of your average canvas pants, and swiftly
bites through the pants -- and legs. The Angry Beaver then proceeds to try
to bite through a pair of Fire Hose Work Pants -- which are crafted from
the same tough, yet durable cotton canvas that once wrapped fire hoses --
and loses... all his teeth.
Problem: menacing, sharp obstacles that can tear through workwear and
result in blood loss or pain.
Solution: tenacious Fire Hose cotton canvas Work Pants, tougher than an
angry beaver's teeth.
How to Fix Plumber's Butt
In 2002, Duluth Trading unveiled the now famous Longtail T®, the t-shirt
that adds three inches to the length of an ordinary t-shirt. Today, close
to one million Duluth Longtails have been sold, solving the age old problem
of plumber's butt and eliminating breaches of modesty and good taste in
homes and workplaces across the U.S.
In an effort to continue to restore much-needed dignity to men on the bend
as well as innocent bystanders, Duluth Trading created the 15-second
animated instructional video on how to fix plumber's butt. Instructions are
1. Identify the problem
2. Carefully remove shirt
3. Put on a Duluth Longtail T
4. Double check your work
In addition to being featured on www.DuluthTrading.com, the animated ads
can be seen on www.YouTube.com.
About Duluth Trading Company
Duluth Trading Company, a multi-channel workwear company, is a bright idea
started by tradesmen in 1991. The first catalog included just nine tool organizers that were
field-tested by a gaggle of grizzly construction men and hard-as-nails
tradesmen. Still tradesman-tested and approved, Duluth has expanded its
offering to include hundreds of unique, ingenious workwear products, tool
and car organizers and gotta-have tools. Signature products include the
Longtail T® (the cure for a common ailment that plagues plumbers),
Ballroom Jeans (comfy crotch gusset for crouching without singing soprano)
and Fire Hose® Workwear (made from tough Fire Hose cotton canvas).
Initially headquartered in Duluth, Minnesota, Duluth Trading Company is now
located in Belleville, Wisconsin to accommodate its staff,
customer-friendly call center and 140,000-square-foot warehouse. For more
information, please visit www.DuluthTrading.com.
About Planet Propaganda
Planet Propaganda is a print, interactive, and motion design company
committed to shaping passion-based brands. Founded in 1989 in Madison,
Wis., Planet serves a varied roster of clients including Duluth Trading
Company, Trek and Gary Fisher bicycles, Burton Snowboards, Vasque footwear,
and Organic Valley. For more information, please visit