Can someone help here? I still don't get this ad.... This billboard sits outside a clothing store at the SLC airport and it doesn't make sense to me. Are they saying sleding is the worst? Or traveling? Inside the store there are two other ads that are much clearer (see below). One ad references fishing and the other makes a difference between "First Class" and "Business". But this first ad still baffles me. What am I missing? Can someone help?
It’s a play on the sentiment: Prepare for the worst, plan for the best. My gut reaction is it’s suggesting their clothes will keep you looking your best no matter how bad your day gets (ie. poor weather conditions, spilling on yourself traveling for business, etc). And I’d like to think the sleds are there to subliminally communicate when your day is going downhill, at least your outfit won’t.
Ooh! I got it! He's not thrilled about taking family photos with his family, with a girl he's about to break up with, and so he suggested an individual photo, knowing full well things probably wouldn't last through the month. That's the worst. (As a photographer on the side, this is unfortunately based on a true story. To my credit, I didn't know they were going to break up. 😅)
Business casual attire (look your best) that is also rugged and durable (dress for the worst) and comfortable (feels like first class). Go fishing and sledding and hiking(?) without having to wear typical outdoorsy clothes. You don’t have to choose between looking good, getting outdoors, feeling comfortable, and not ruining your clothes. You can have it all. That's my interpretation at least. So I think I understood the ad… what I don’t get is the viability of the market. Are there enough people that would want this? I think the concept is interesting, but I’m not the target market since I don’t care to be stylish haha.
I expect to see you looking sharp when you go sledding with the kids we have our first snowfall and 🤘
maybe dress for a becoming a native northern fur trader in the 1800s and dying of scurvey on a ship that gets frozen in between England and Northern Canada. was clear to me....
I interpreted the "Dress for the Worst" meaning dress for bad weather. In other words, you shouldn't have to make the trade-off of 'get wet' or 'look good.' They are trying to say, I think, the two are not mutually exclusive.
Maybe the message is “we are disconnected from our audience but we have nice clothes!” Also, who goes sledding with wooden sleds… without gloves, and no waterproof anything…
This is what happens when you have ChatGPT write your ad copy
I think it's also a miss, but I believe they were trying to say that sledding means your out in the elements but you can still look good when you wear your J&M boots.
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20hMaybe it's dress for the worst weather conditions?? 🥶 🧊 ❄️