The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
TV, VOD, & Online / 31-60 Seconds - Single
Annual ID
OS26_FI049M
Background
The brief was to create a compelling holiday spot to break through the clutter of the season. The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.
Creative Idea
Directed by Daniel Wolfe and Jess Kohl of Love Song, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voice over rattles off reason after reason why giving a YETI is a terrible idea.But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits: this might be the worst idea she’s ever had… but it’s also the best. She’s getting the YETI.
Insights & Strategy
There is a connective tissue that everyone who’s all-in to whatever they’re all-into shares. It can also be seen across every aspect of the YETI brand. We call it irrational commitment. “Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving someone when you give them a YETI: permission to go all-in on what they love. To chase obsession into the wild. To bear the hard stuff in favor of an awesome adventure.
Execution
The script flips the typical holiday script and especially stands out during the season. Where most ads at that time of year leave you feeling warm and fuzzy, this leaves you with a warning. But after the barrage of visceral images the viewer is left with the final sentiment of “don’t get them a YETI…. Unless you really love them.” It’s about understanding what you’re really giving someone when you give them a YETI: permission to go all-in on what they love. To chase obsession into the wild. To bear the hard stuff in favor of an awesome adventure.
2026 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / Portland
Client / Brand
YETI / Austin, TX
Production Company
Love Song
Post Production Company
Cartel / Los Angeles
Chief Creative Officer
Felipe Ribeiro
Chief Strategy Officer
Andy Lindblade
Creative Director
Dan Pritikin
Matt Drenik
Design Director
Karen Koch
Katie McHugh
Designer
Macy Eiesland
Editor
Dan Sherwen
Executive Creative Director
Carlos Rangel
Derek Szynal
Pierre Jouffray
Producer
Alina Inés Fox
Sound Designer
Morgan Johnson
Brand Strategy Director
Anthony Holton
DP
Norm Li
Executive Producer
Deannie O’neil
Karena Ajamian
Leslie Carthy
Viet-An Nguyen
Group Executive Producer
Robert Saxon
Head of Design
Bijan Berahimi
Senior Producer
Byron T. Oshiro
Sr. Art Director
Brad Trost
Sr. Copywriter
Alex Maleski
Artist/Writer
Charles Humenry
Jon Darling
Associate Editor
Ramon de Souza
Associate Media Planner
Oksana Ruiz
Audio Mixer
Noah Woodburn
Brand Director
Tobin Kittoe
Brand Manager
Kj Patterson
Business Affairs Manager
Joe Chaath
CEO
Matt Reintjes
CO Director
Daniel Wolfe
Jess Kohl
Co-Head of Design Ops + Production
Alicia Kuna
Color Assist
Ali Soofi
Color Head of Production
Angela Zappella
Color Producer
Geoff Linville
Colorist
Daniel De Vue
Creative Operations Director
Lauren Walker
Creative Operations Manager
Andrea Moulas
Creative Partner + Flame Lead
Claus Hansen
Director of Media Investment
Patrick Mauro
Director, Marketing Operations & Finance
Kelley DeNeen
Executive Director
Ann Haugen
Flame Assist
Patick Hoffacker
Group Media Director
Kristen Mcnamee
Head of Business Affairs
Edith Ortiz
Head of Comms
Jason Strickland
Head of Marketing
Bill Neff
Head of Production
Orlee Tatarka
Paige Kauffman
Lauren Bleiweiss
Lauren Bleiweiss
Line Producer
Jenni Haberstock
Managing Partner
Kelly Bayett
Media Director
Emily Graham
Media Director, Audience Insights
Joseph Zisa
Media Investment Manager
Rosie Given
Media Supervisor
Alex Barnes
Erica Campbell
President
Jason White
Senior Copy Editor
James Yu
Senior Post Producer
Cassandra Guardado
Sr. Director, Brand Strategy
Austin McKenna
Sr. Director, Communications
Joanna Cochran
Sr. Director, Community Event Marketing
Joe Koehly
Sr. Director, Content Production
Taylor Johns
Sr. Manager, Brand
Erika Derylo
Sr. Media Manager
Nicole Whitehead
VFX Producer
Ricky Lam
VFX Supervisor
Marc Lougee
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