Writing Banner Ads for SmartWool

SmartWool is best known for their socks, but continually growing in the running gear category. The playful brand mentality makes SmartWool great fun to work with and more interested in impressions than clicks. In other words, messaging gets a clear spotlight in these banner ads, and humor is welcome. The following images show ads that I wrote for winter running, Christmas, and New Year’s. They were approved by an in-house copywriter, so do with that what you will.