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3-SEP-2025 | Excerpt from Timberland’s “We line our boots with boot” Ad

Author

Dan Bogachek
September 03, 2025

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Excerpt from Timberland’s “We line our boots with boot” Ad

We don’t line our boots with fur. We line our boots with boot.

Have you any idea what happens to the body at 20° or 30° below?

The blood thickens. The brain slows. Your concentration lapses. Energy can drain from you faster than water from an emptying tub.

Of course, the body doesn’t take this kind of treatment lying down.

Something called a neurovascular impulse hunts blood away from your extremities to vital organs like the heart, kidneys and liver.

Which is very clever of it.

Except that a lot of people regard their extremities as pretty vital too.

Particularly their feet.

Twist the knife. Then twist some more.

The deeper you get your reader into a conundrum, the more they’ll want to see how you get out of it and deliver the punchline.

And Timberland never says:

“your feet become frostbitten and then fall off.”

Don’t insult your reader’s intelligence. Let them fill that blank in themselves. Far stickier when their own brain produces the answer, and their ego stays intact.