Workwear retailer Duluth Trading Co. is unveiling the first major advertising campaign for its Alaskan Hardgear brand in partnership with its longtime agency of record, Planet Propaganda. The new campaign’s tentpole is a 30-second spot that showcases the exploits of real Alaskan workers in an imposing winter landscape, playfully juxtaposed with Leslie Gore’s 1963 hit song “Sunshine, Lollipops, and Rainbows.” 15-second spots (view examples here and here) cut for digital and social feature the same depictions of rough Alaskan life, bookended by the brand’s “Live Life Less Soft” mantra.The campaign is the product of twice-yearly trips to Alaska that Duluth Trading and Planet’s creative teams have taken in search of real workers—from avalanche hunters and lumber mill workers to dockworkers and ice harvesters—to serve as authentic avatars for the brand’s Alaska-tough performance workwear. It also marks the first time Alaskan Hardgear is being advertised on streaming TV and digital/social video.CreditsPlanet PropagandaDana Lytle, Executive Creative DirectorBrian Hucek, Creative DirectorKevin Longino, Creative DirectorKatie Roach, Executive ProducerEmily Steele, Account DirectorKarmin Arnold, Senior Account ExecutiveDuluth Trading CompanyLori Buscaglia, Creative DirectorRicker Schlecht, VP Product DevelopmentOptimusTracy Spera, Executive ProducerAlex Campbell, Assistant ProducerMike Berg, EditorJenny Schaye, Assistant EditorMarina Killion, Senior Audio EngineerZach Scheitlin, Audio AssistantPaul Galati, ColoristKalvin Johnson, Assistant ColoristJim Moss, Effects ArtistConnor Luczak, Finish AssistantJason Kerman, Finish Assistant Red Eye RepsMaren Levinson, RepCorey Arnold, DirectorAly Nicklaus, DPMichelle Boucher, Line Producer