It doesn't take a lot of talking to appreciate the outdoors.
That's the charming subtext of this spot from hunting gear
retailer Cabela's. Created by Surdell & Partners, the ad eschews dialogue
or a voiceover in favor of natural sound and screen copy. Those lines capture
the little blips of solipsistic pseudo-insight that might flit through your
brain as you sit at a campsite, sipping coffee and staring at a stunning
landscape of rolling mountains. Some of the observations are more trite than
others, but they do a great job of projecting a feeling of comfort—repackaging
a self-satisfied, if simplistic, monologue as down-home marketing wisdom.
