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REI “#OptOutside” 2016

REI “#OptOutside” (2016) is a REI commercial directed by Craig Allen, produced by North Kingdom. It won 2 awards, including One Show 2016 Best of Show Pencil.

This ad encourages people to skip Black Friday shopping and instead spend time outdoors with loved ones, highlighting various outdoor activities and the joy of nature.

Video: REI on YouTube

Shot by shot

  1. Two people's hands point at different locations on a large paper map, planning a trip together.© REI0:00
  2. Two people's hands are seen from a low angle, holding a surfboard and preparing it for use in an interior setting.© REI0:03
  3. A man in a white helmet and black jacket is seen from the chest up, lifting a mountain bike off a car rack in an outdoor setting.© REI0:06
  4. A man in a blue beanie and a grey jacket runs joyfully in the rain on a paved road surrounded by trees.© REI0:09
  5. An older couple, seen from behind, walks away from the camera down a leaf-strewn path in a lush green forest.© REI0:13
  6. A man in a yellow kayak paddles through choppy ocean water with a dog swimming alongside him on a sunny day.© REI0:15
  7. A man in a green jacket and brown pants is hit in the head by a snowball in a snowy forest.© REI0:19
  8. A young woman in a wetsuit emerges from the water next to a paddleboard, gasping, in a medium shot.© REI0:24
  9. A hand's shadow is cast on the side of a blue tent, with the REI logo visible at the bottom right.© REI0:28
  10. A young woman with a backpack and a cap climbs up a rocky, arid hill, smiling as she ascends.© REI0:34
  11. A young woman in glasses and an apron holds up a green sign that reads "Will you go out with me? #OptOutside" on a garden path.© REI0:39
  12. A man in his 40s, wearing a blue vest and jeans, holds a green sign that says "Will you go out with us? #OptOutside" by a lake surrounded by trees.© REI0:51

Stills © REI. Made by North Kingdom and Craig Allen.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcase the joy of opting outside instead of shopping on Black Friday.

Tagline: “#OptOutside”

call to actionmontage of activitiesdiverse castnature as escapeshared experiences

The cut

Length
60 s
Shots
56
Average shot
1.1 s

What creatives use REI “#OptOutside” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of REI “#OptOutside”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two people's hands point at different locations on a large paper map, planning a trip together.© REITwo people's hands are seen from a low angle, holding a surfboard and preparing it for use in an interior setting.© REIA man in a white helmet and black jacket is seen from the chest up, lifting a mountain bike off a car rack in an outdoor setting.© REIA man in a blue beanie and a grey jacket runs joyfully in the rain on a paved road surrounded by trees.© REI
    Frames from REI “#OptOutside”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of REI “#OptOutside” in order, with its length, framing and what happens in it.

    Two people's hands point at different locations on a large paper map, planning a trip together.© REITwo people's hands are seen from a low angle, holding a surfboard and preparing it for use in an interior setting.© REIA man in a white helmet and black jacket is seen from the chest up, lifting a mountain bike off a car rack in an outdoor setting.© REIA man in a blue beanie and a grey jacket runs joyfully in the rain on a paved road surrounded by trees.© REIAn older couple, seen from behind, walks away from the camera down a leaf-strewn path in a lush green forest.© REIA man in a yellow kayak paddles through choppy ocean water with a dog swimming alongside him on a sunny day.© REI
    Length: 60 s · Shots: 56 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a call to action

    Before you present an idea, you need to know who has done it, and how.

    REI “#OptOutside” is built on a call to action. Search the library by idea to see every spot that uses it.

    WWF “Up in Smoke”© WWFCadbury Celebrations “My SRK Ad”© Cadbury CelebrationsRuavieja “El tiempo que nos queda”© RuaviejaRF-SISU “Swedish Sport Confederation”© RF-SISU
    WWF · Cadbury Celebrations · Ruavieja · RF-SISU

More commercials by Craig Allen

  • Buff City Soap "Laundry Room" (2024) commercial still© Buff City SoapBuff City Soap “Laundry Room” 2024Dir. Craig Allen · Callen

Award-winning retail commercials

Questions

Who directed the REI “#OptOutside” commercial?

Craig Allen directed it, produced by North Kingdom.

What awards did REI “#OptOutside” win?

2 awards, including One Show 2016 Best of Show Pencil and One Show 2016 Gold Pencil — Branded Entertainment.

What is the tagline of REI “#OptOutside”?

“#OptOutside”

Sources for the credits and awards

oneclub.orgoneclub.org