Admirable Devil Teases Fly Rod Like Album Leak in New Ad Campaign for Orvis

WASHINGTON–(BUSINESS WIRE)–#admirabledevil–Washington, DC is far from the wild trout streams of Vermont where the
fly fishing company Orvis has been innovating fishing gear for over 150
years. In the heart of the nation’s bustling capital however, ad agency
Admirable Devil, is helping Orvis launch its new flagship fly rod, the
Helios 3—developed and built in Vermont and tested throughout the world.

“The Helios 3 looks and casts like no rod ever made, so we wanted to
promote it like no other fly rod ever advertised,” said Joel R. Johnson,
Partner and Chief Strategist at Admirable Devil.

Johnson should know, he and his partners aren’t just admen, they also
love to fish, so to tease the fly rod to eager anglers and fishing
retail buyers, Admirable Devil devised a campaign to hype what Orvis is
calling the most accurate rod ever. Supporting the launch now and
throughout the fall are several digital gifs for Facebook and Instagram,
consumer and industry print, and signage at the Orvis booth at the
industry’s largest trade event, International Fly Dealer Tackle Show.

“Consumers hear from great outdoor brands all the time, but only
rockstars breakthrough,” said Bruce Gray, Partner and Co-Creative
director at Admirable Devil, “So we created the campaign with the
cadence of a new album launch you wish would leak early.”

Gifs targeting industry influencers feature casting anglers against
fast-paced graphics and an animated background instead of the usual lazy
riverbend. That’s deliberate as ad creative was also informed by the
rod’s bold design reminiscent of action sports like skateboarding.

“Fly fishing participation is up. The culture is growing partly because
of dedicated blogs, hundreds of online influencers sharing thousands of
videos and pictures making fly fishing feel fresh and accessible. We
knew we could get fly fishers buzzing early. H3 pre-orders are at very
high levels,” said Orvis, VP Rod and Tackle, Steve Hemkens.

Admirable Devil, whose partners have previously worked on campaigns for
the NBA and X Games at other firms, see the Helios 3 launch as a calling
card to the outdoor industry from which they hope to draw more clients.

Campaign creative can be viewed at the following links.

Admirable Devil is an advertising agency based in Washington, DC. We
believe in making good trouble for brands and organizations that believe
purpose and soul are at the heart of every great brand.

Founded in 1856, Orvis believes the most meaningful experiences are
created by sharing the love of nature and being inspired by its endless
possibilities. Orvis pioneered the mail order industry in the United
States, operates more than 80 retail stores in the U.S. and the U.K.,
and maintains a network of over 400 dealers worldwide as a trusted
source of discovery and adventure in the natural world. Orvis promises
to open the door to extraordinary outdoor experiences, and to protect
nature by committing 5% of pretax profits each year to conservation
efforts worldwide.


Admirable Devil
Joel R. Johnson, 202-505-0165
Rosenbauer, 802-362-8521