Everything changed when COVID-19 hit in 2020, from the ways we shopped and worked to the ways we celebrated holidays and traditions. With a history stretching back to 1912, L.L.Bean was uniquely positioned to help people weather the storm by eliciting a sense of comfort, dependability, nostalgia and goodwill – expressed in our holiday campaign, “Give Comfort. Share Joy.”

Digital Advertising

Through soft, comforting images and copy about comfort, joy and dependability, we helped take some of the stress out of this unique holiday season and focused on what really matters: giving comfort and sharing joy with the ones we love.


To write the script for our holiday ad, I tapped into L.L.Bean’s history, going all the way back to our origin story. L.L.’s original boots – and his determination to help people stay comfortable – served as the rock-solid foundation for who we are as a brand, and as the inspiration for our nostalgic ad “Give Comfort. Share Joy.” (:30/:15/:06)

Out-of-Home Advertising

In what may have been the most stressful holiday travel season in decades, we had a number of digital exposures at the Portland International Jetport. When I wrote these ads, I wanted them to do more than simply continue our seasonal campaign; I wanted them to welcome people home for the holidays and elicit a sigh of relief – and maybe even a smile with a play on words.

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