"Expedition Impossible"

3 December 2025

80s

Truthers and lies.

This ad for Columbia Sportswear, made by adam&eveDDB just prior to the agency being absorbed into the Borg, is a lot of fun. Tim Boyle, the company's CEO, issues a challenge to Flat Earthers - that peculiar breed of conspiracy theorist who genuinely believe that we've all been lied to about the world being round.

Adopting a defiant tone, Boyle tells supporters of this belief that he will hand them all of his company's assets if they can prove their crackpot hypothesis. To help them undertake a mission to find the edge of the world, he suggests they make a quick detour to one of his outlets before they set off on their foolhardy expedition.

It's a fantastic set-up, and director Benji Weinstein has delivered a beautifully judged film to spread the message to the four corners of the globe. (Four corners!? Oh no, DAVID's lizardy fingers just gave the game away!)

There is plenty to enjoy and, on the basis of the outcome, Columbia's head honcho is a very charismatic performer as well as being a very savvy marketer.

UK

Sportswear