Macpac's cliffhanger humour takes adventure right to the edge - and over

Well, if you like your outdoor gear tough and bright, and your humour dry and deadpan, here's the ultimate commercial for you. It's by New Zealand outdoor clothing and equipment brand Macpac, whose founder Bruce McIntyre started out making backpacks from his parent’s garage in Christchurch back in 1973. Since then the brand has evolved into a global business employing hundreds of staff, despite inevitable knockbacks during the financial and Covid crises. Now in full comeback mode, it looks as though the brand has gone right down to its roots as described by McIntyre: “The idea was that you could travel all over the planet with a Macpac piece. It could take you anywhere. You could trust that it was going to get you back in one piece, and the gear would stand up to the rigors of New Zealand’s most extreme conditions. I loved that notion. It wasn’t just for fine weather, or just for extreme conditions. It works everywhere.” What do you think of this humorous campaign, riffing off the 'Cliffhanger' action movies?

Keywords: Macpac This is a bit precarious, New Zealand commercials, outdoor wear, mountain gear, The Monkeys Melbourne