Japanese outdoor lifestyle brand Snow Peak’s latest spot is proof that advertising in the category can be more than whisking viewers to the corners of the world, mountain peaks, or rugged landscapes. It can be sleek, intimate, and, frankly, a little indulgent as well.
Cue a 20-second Instagram ad, BTS singer V, who drifts through a lush forest, weaves in between trees, stretches across the grass, and lingers on soft moss, his gaze fixed on the camera. Clad in a black hoodie and puffer from Snow Peak’s latest collection, his baritone voice meditates on sunlight and clear skies, all in Korean.
Snow Peak, traditionally known for its premium hiking equipment, appears to be repositioning itself as an aspirational lifestyle brand that appeals to a young urban audience who are less enthusiastic about outdoor activities.
Produced by Seoul-based independent agency Timwalks, the campaign has quickly gained traction online, with the full video receiving nearly 10 million views and 400,000 Instagram likes, while a five-second teaser drew over 13.7 million views.
It’s not the first time Snow Peak has featured a Korean star for a campaign. In June, actor Hyun Bin starred in a summer campaign, but those spots struggled to garner more than 35,000 views. Leading up to the campaign with V, many of Snow Peak’s recent posts rarely cracked more than a few hundred likes.
Campaign's take: The work leans heavily on V’s star power and soft, atmospheric visuals, but barely bothers with the narrative or explicit product messaging. Meanwhile, competitors like The North Face tend to strike a balance between celebrity endorsements and brand heritage while incorporating functional storytelling. But we'll say the upside here is undeniable: a 20-second ad with 10 million views and a boost in brand engagement. Sometimes, you don’t need another gimmick—just the right face in the right forest.
