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NEW YORK — At a time when many Americans skip over ads, L.L. Bean has made its latest hard to resist - you can only read it if you're standing outside.
The insert, in Friday's New York Times, appears to be a nearly blank piece of green trimmed, white paper. The few legible words tell the reader what they need to do. "Just bring this outside . .. No, seriously. Take this outside.''
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When readers venture into the sunlight, they are presented with an ode to the outdoors, the environment that's best suited for L.L. Bean's signature boots, though the words read more like a mediation than a sales pitch.
"Welcome to the outside,'' it begins, "where there are no strangers, only friends we haven't met yet.''
Ads have become a bit of an afterthought for some Americans, who can stream many of their favorite shows without ever seeing a commercial.
"We wanted to do something unique, creative and a call to action,'' says L.L. Bean spokeswoman Carolyn Beem. "It's an absolute celebration of the outdoors.''