Being protected is something important on both Maslow’s Hierarchy of needs as well as the “Shopping List of Consumers.”
This ad is promoting Columbia’s Omni-Shade technology with UV sun protection shirt that allows people to feel safe while outside in the sun. This feeling of protection is essential for anyone who might be concerned about this. I feel that Columbia’s strategy is largely to focus on the consumer that enjoys the outdoors but with little to no risk. These people would not be you’re mountain climbers or your skydivers but the everyday, walk-in-the-park consumer.
Go ahead and go outside. You’ll be safe.