It’s Fun To Fend For Yourself

Holy crap. I’ve hit The Print Motherload.
Gerber asks that you “Fend For Yourself,” in their wonderfully rendered print ads and online.

America, when did we become so soft?
When did we decide campgrounds needed laundromats? When the car stalled,whose bright idea was it to reach for a cell phone instead of a tool?
There was a time when the words “quick” and “fix” were never found together in the same sentence. When our homes needed to be built, we grabbed brothers, fathers and hammers, not a mouse that clicked on Mr. On-line Contractor. Our nation’s great accomplishments were a testament to hard work, sweat and ingenuity. After all, we not only put a man on the moon, but built him a rover to drive while he was up there.
What will we achieve today?
Can we turn our cheek to the enemy known as convenience before it makes us helpless? Do we have what it takes to depend solely on ourselves?
As you ponder these questions, we invite you to join us on our mission.
We’re Gerber®. We design the tools, knives and outdoor gear that are essential, not only for the task at hand, but for bringing back something lost: our self-reliance.
Gerber. Fend For Yourself.

According to the Kelley Awards, Johnshon Sheen in Portland, OR is the agency behind the work. When you visit the Johnson Sheen web site it now says Johnson Cowan Hanrahan. Which can be explained by this article from Portland Business Journal, wherein the reader discovers that Tim Hanrahan from Wieden + Kennedy joined the firm a year ago as Executive Creative Director.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.