Kathmandu calls sofa dwellers into the wild in ASMR-like ad

Kathmandu, with input from its in-house team and Special Group, has delivered a rallying cry for ‘everyday adventure’ with its oddly soothing campaign. Very in-line with this week’s Slow Living theme, of course.

With working from home and doomscrolling being so ingrained nowadays, it’s easy to forget that there’s a little place I like to call ‘the outdoors’.

The rise of ‘micro-adventures’ has been something of a reaction to our hermit-like culture, with local travel rising in popularity post pandemic.

It’s all too easy, however, to imagine exploring the outdoors as something of a chore. Which is where Kathmandu’s latest TV and digital spots come in.

One ad features a particularly soothing toothbrushing noise, another makes you want to curl up and snuggle. The tone is enhanced by a tranquil 'AMSR-like' voiceover, which adds to the serene mood.

Faraway landscapes and adventure

For agency folks, it’s proof that outdoor brands can unlock new relevance by celebrating the ordinary and using clever visual transformations, turning mundane home comforts into portals for escapism.

Unlike Kathmandu’s earlier campaigns, which highlighted epic journeys and eco-driven initiatives, this work emphasises easy access and the joys of short, spontaneous trips.

Humour and relatability drive the narrative instead of the awe of faraway landscapes and adventure. The brand’s familiar gear is portrayed as approachable for everyone, not just hardened explorers.