Using a play on the idiom "cold feet", the ad shows an image that depicts confidence and the opposite of how we feel when we experience "cold feet", while featuring the Smartwool socks in a cool, outdoor environment physically keeping the male and female's toes feet warm. The ad captures just a small portion of the scene at hand, yet conveys this nostalgic, emotional connection of spontaneity in love and life. This connection aids viewers in connecting the Smartwool brand with more than just a warm, trustworthy sock, but a garment that is paramount when it comes to moments when we need a boost of self-assurance.
