Columbia Sportswear rebrands gold as a 'champion of warmth'

The humorous spot, created by McKinney, shows gold can be an asset in the cold.

When braving the cold air, most people wouldn’t think to grab a gold-lined jacket for warmth. 

But gold can beat the cold  — and Columbia Sportswear can prove it. The outerwear company launched the spot "World Champion Warmth," as part of its larger campaign for its new jacket, Omni-Heat Infinity. 

In the spot, a gold-belt winning boxer is throwing punches outside in the freezing cold. However, he’s no match for the Omni-Heat Infinity jacket, which is lined with a gold metallic material engineered for warmth. 

A man wearing the Omni-Heat Infinity unzips his jacket revealing the gold lining. The boxer freezes up, literally, and the man is able to playfully tap his nose. 

"This gold means you’re a champion," the voice-over says. "But this gold means you’re a champion of warmth. Our gold beats cold."