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Yahoo
6 days ago
- Entertainment
- Yahoo
Amputee Aron Ralston Featured in Columbia's Irreverant New Ads
Remember the story about Aron Ralston, the mountaineer who had to amputate part of his right arm to survive a climbing accident? Apparently he can joke about it now, as evidenced by his darkly comedic cameo in Columbia Sportswear's new ad campaign. More from WWD EXCLUSIVE: Keke Palmer and Son Leo Star in The Children's Place 2025 Back-to-school Campaign '47 and Carhartt Debut Headwear Collection With Campaign Featuring Phillies Player Bryce Harper Dominik Livakovic to Front Newest Mackage Campaign 'Engineered for Whatever,' which launches Monday, shows people being hunted by hungry vultures, chased by the Grim Reaper, bitten by a rattlesnake and tripped up by muddy potholes. And then there's Ralston, who is shown with his remaining arm stuck under another massive boulder, and saying: 'Ah, not again….' Superimposed over the image is: 'This is Aron Ralston. Look him up.' The irreverent ads mark the debut campaign created by the London-based adam&eveDDB, and are the first major brand platform relaunch for Columbia in a decade. Directed by Henry-Alex Rubin and produced by Smuggler, the film is set to a thrash metal cover of Irving Berlin's Blue Skies. And the message of the campaign is that Columbia makes product for 'everything nature can throw at you,' says the narrator. The multiseason campaign will feature stunt people dangling over crocodile-infested waters to test the strength of Columbia's newest ROC Utility Pants, strapped to a snowplow to test the insulation properties of its Omni-Heat Infinity technology and rolling down a steep mountainside inside a giant snowball to ensure the puffy jackets remain warm in the most challenging conditions. The ads feature a new look for the brand including a fresh typepace, logo, color palette and layout for their rollout across retail, social and digital platforms globally. 'Whether it's wide-sweeping landscapes, sunny weather or cliché model photography, advertising in the outdoor category has often followed a tired playbook by depicting the outdoors as pristine and perfect,' said Matt Sutton, head of marketing at Columbia. 'But at Columbia, our gear is built not just for a perfect day but for whatever mother nature throws at you. With 'Engineered for Whatever' we're showing people that our products are made to handle the extreme and unpredictable, with a healthy dose of humor and joy. By embracing the real and unexpected sides of adventure, we're staying true to our legacy and charting a distinct and memorable path for our brand going forward.' Ant Nelson and Mike Sutherland, chief creative officers at adam&eveDDB, said: 'With its fresh and visceral 'Engineered for Whatever' brand platform, Columbia Sportswear is bringing the brutal side of the outdoors to life, to prove their gear can handle it all. The repositioning resurrects the brand's irreverence and verve and shows its audience that they can trust Columbia's apparel and enjoy the great outdoors no matter what (mis) adventures they get up to.' 'Since Day One, Columbia hasn't cared about fitting in with everyone else. Over the years, the outdoor category became a sea of sameness,' said Joe Boyle, executive vice president and Columbia brand president. 'Our new campaign brings us back to our roots, being unafraid to be different, and even a bit crazy. We're going back to that irreverent, confident tone that helped put us on the map as a global brand.' The campaign will be used in out-of-home advertising, digital and social content, retail buildouts, creative activations and partnerships. Columbia was founded 87 years ago and has patented dozens of proprietary technologies to enhance performance for categories including hiking, fishing, skiing and running. That includes Omni-Heat, Omni-Shade and Omni-Freeze. Best of WWD Longtime Vogue Editor Grace Mirabella Dies at 91 First Lady Dr. Jill Biden Helps Forbes Celebrate Its 50 Over 50 List Mikaela Shiffrin Gets Personal in New Series for Outside+
Metro
20-06-2025
- Entertainment
- Metro
14 things Brits living in the US miss most about the UK
Caroline Westbrook Published June 19, 2025 10:32am Link is copied Comments There's many things we're known for in the UK, from our Royal Family and our iconic tourist attractions through to food and drink which only the British could possibly take to their hearts. Which means that those citizens who might have upped sticks and moved across the pond are bound to miss certain aspects of British culture - particularly food items and other things which aren't going to be quite the same in the US. But just what do British people living in America miss most about Blighty? Read on to find out more... (Picture: Getty Images) It might be one of those things you either love or hate but Marmite remains ridiculously popular among Brits in the US - actor Bill Nighy has even shared stories of being stopped at Heathrow border control for trying to leave the country with a jar in his luggage. While it may have a low profile there, and be hard to find outside of specialist food shops, a recent tongue-in-cheek ad campaign by adam&eveDDB has been calling out for 'Marmite smugglers' to try and get a jar through border control - while a flyposting campaign in New York is aiming to introduce locals to its yeasty goodness. So perhaps it could take off after all (Picture: Getty Images) Whenever this question comes up, this always seems to feature high on the list of things which just aren't the same on the other side of the Atlantic. Jeremy Davis of YouTube duo Magic Geekdom said of the pub: '[In the UK] people socialise and hang out and eat food - you can meet some really cool people. I feel that's not what happens in the U.S. [Here] it doesn't have the same feeling of friendliness' (Picture: Getty Images/Mint Images RF) Here's one which expats are always bringing up - according to them the humble crumpet is very hard to come by in the US, unless you can find yourself a supermarket stocking British treats, or make them yourself. On Reddit, one person commented: 'I found them in the freezer of British shop. Didn't think to look there. You would have thought I won the lottery the way I was jumping around screaming' (Picture: Getty Images) This is one which seems to strike a chord with expats, who have said that US bacon doesn't taste half as good as the stuff you get in the UK. 'It's all streaky in US, no back bacon,' one person commented on Reddit. The difference in taste may be down to the way it's made though, as explained by a Quora user: 'American bacon is typically made from pork belly and is cured and smoked. It is known for its crispy texture and salty flavor. On the other hand, British bacon is often made from pork loin and is typically less fatty than American bacon.' So now you know why your bacon sandwich doesn't taste nearly the same across the pond (Picture: Getty Images) Is there anything better than having butter oozing from your freshly toasted slice of sourdough? Not according to Brits living in the US, who reckon the butter there just isn't as good as it is back home. Martha Stewart reveals on her website the differences are down to the manufacturing process - while American butter has to contain only a minimum of 80% butterfat, European butter has between 82 and 85%, which makes all the difference. It is possible to get European butter though, with people flocking to a YouTube video by Those Two Brits where they discussed US butter being 'white' rather than yellow. 'Butter that's white tends to come from grain fed cows which is most of America, yellow butter is the old school grass fed cows, but because all milk has to be pasteurized here no matter what all the yellow tends to come out anyway leaving the white,' one person explained (Picture: Getty Images) While we're at it, many Brits living in the US have said they miss British bread - hinting that a decent loaf you can use to make sandwiches or toast isn't nearly so easy to come by. A Reddit user commented: 'I find most of the bread here is sweetish which I don't like. I look for Italian or French to get around that but it's always tiny slices. I still miss the bread from home.' Another added: 'There is good bread but you normally have to find specialised bakers' (Picture: Getty Images) In the UK we might be accustomed to hopping on the bus, taking the Tube or just walking to the local high street or wherever we want to go - but with many places in the US only accessible by car, expats are quick to admit they miss it. One Reddit user admitted they missed 'it being normal to walk about', while a second added: 'Much of the US is definitely not designed with pedestrians in mind. All of which would seem to fit in with 2023 research from Virginia Tech and Rutgers University, which found that just 12% of all trips in the US are walked (Picture: Getty Images) Here's one people definitely felt when they moved to the US - that sense of humour which is so unique to Brits. One said on Reddit: 'It sounds like something so stupid and minor, but it really, really got to me,' while a second added: 'They don't really do humour/banter in the same way. Irony, wit, satire, sarcasm, under/overstatement etc are quite lost on them. They often take what's being said at face value' (Picture: Getty Images) Cadbury's Dairy Milk is of course one of Britain's greatest treasures - but Brits living in the US have admitted good chocolate is hard to find there, and that the local equivalent just doesn't compare. 'The first time I really missed something about the UK was at college here,' one said on Reddit. 'I'd had a long week, just got out of a long class and all I wanted was a bar of chocolate from the vending machine. I'd let my guard down and forgot where I was. The instant I realized there would be no proper Cadburys chocolate in there I was absolutely crestfallen' (Picture: Getty Images) Us Brits tend to be spoiled when it comes to holidays from work, with many of us getting five weeks leave per year or in some cases, more. But it's a different story for those of us working in the US - of course, we get time off but not nearly as much. 'I miss having TIME OFF,' commented one Redditor. 'It's a foreign concept here. I've only just started a full time job after being a student here so I'm just starting to feel the effects of having no annual leave - God help me' (Picture: Getty Images) If you're a British person living in the US it's inevitable you're going to miss tea - given the enormous part popping the kettle on for a cuppa plays in our culture. While you can get tea in the US of course it tends to be served without milk - with the Tea Association of America saying that in 2021 around 84% of all tea consumed was black tea, 15% was green Tea and the remainder was other types such as Oolong and white tea. Whether or not any of it was your bog standard PG Tips with a splash of semi-skimmed remains to be seen (Picture: Getty Images) If you're a fan of a decent strong Cheddar you might struggle if you live in the US, where Brits have complained the cheese is orange, soft and not nearly as good as the stuff you get on these shores. 'I missed real cheese,' complained one, 'had to pay $10+ for the little block of cheddar that's a couple of quid here' (Credits: Getty Images/500px) Having a baby? If you're in the UK you can look forward to several months of maternity leave to bond with your new arrival - which can vary depending on where you work and what they offer. In the US though, it's a different story, and one which hasn't escaped the notice of Brits living there. 'When I tell Americans I get 12 weeks they exclaim how lucky I am,' one said. 'I then tell them that in the UK I would have got 9 months, including time off before the baby to get ready. Here I was in labour at work, finished my shift and gave birth the following morning' (Picture: Getty Images/iStockphoto) Finally, we're guessing that those of you living in the US might miss some of the chains we have in the UK - with the likes of M&S, Waitrose and Tesco all mentioned by expats chatting online. However one favourite which seems to come up quite regularly is Greggs - as it's one place which has yet to make it across the pond and Brits are definitely missing the chance to pop into their local branch for a steak bake. One said they miss 'Greggs, curry, Greggs, biscuits, Greggs, Mum and Dad's Sunday lunch, Greggs, cheese that isn't Kraft or super expensive, Greggs, scotch eggs, Greggs, the meal deal boxes where you could build your own curry or Chinese, Greggs, prawn crackers, full English breakfast, and Greggs.' Yep, we get the point... (Picture: Getty Images) This article was originally published in May 2024
