The last time Eddie Bauer ran a television ad campaign was before the millennium. Instead of adhering to the ways of millennial marketing, Eddie Bauer believed it would be best to stick to what worked. Seventeen years later, change is coming. The outdoor clothing brand will join the holiday season television market with a 30-second commercial. “Now is the time to increase our messaging and TV remains an influential and effective medium to reach a wide number of consumers,” said chief executive, Mike Egeck. The commercial spot will spotlight a series of outdoor activities like fishing, climbing, and kayaking. The longstanding retailer’s team of strategist and marketers spent time researching the Eddie Bauer shopper and how the brand can better serve their individual needs. When discussing their new marketing strategy, Egeck confidently stated that the time their team spent dissecting and analyzing the consumer helped them find that the Eddie Bauer shopper is the “active enthusiast”. The new spot’s voiceover fittingly describes, “because, just like Eddie, we believe life is better out here, where it’s wild, beautiful, and meant to be shared. Now go, live your adventure”. Now, let’s see if this $15.2 million was well spent.