You are here

Home » Was This the Best-Ever Use of a Bra in a National Park?

Was This the Best-Ever Use of a Bra in a National Park?

Share

Published Date

March 28, 2009

Lorraine Lengkeek knew what to do when the chips were down. Photo via Adsite.

Here at Traveler we’ve been thinking about doing a series of posts about magazine ads filmed in national parks. Of course, there are also ads featuring products people can use in national parks. You know what I mean -- parkas, climbing gear, hiking boots, binoculars, watches, bras, that sort of thing.

And speaking of national parks and binoculars and watches and bras, here is a magazine ad that caught my attention back in the 1990s. It’s a Timex watch ad of the “takes a licking and keeps on ticking” genre, and here’s how it reads:

Lorraine Lengbeck was hiking down a trail in Glacier National Park, singing 'How Great Thou Art,' when a grizzly bear appeared and attacked her husband Deane. She fought off the bear by whacking it on the nose with her binoculars, and then used her bra as a tourniquet to stop Deane's bleeding. Lorraine is wearing a Timex camper watch with our IndiGlo nightlight. (Great for caves.) It costs about $40.

Now, I ask you; is that a great ad, or what?!

Postscript: Timex Corp. launched the highly successful "takes a licking and keeps on ticking" slogan in 1950, had a 33% share of the wristwatch market by 1960, and kept the licking-ticking campaign going for many years until it grew stale. The slogan was resurrected for a while in the 1990s, but shelved again when it was decided that Timex must have a fresher image if it is to compete with ESQ, Fossil, Guess, Swatch, Swiss Army, and other brands with a hip image.

Story Categories:

Support National Parks Traveler

Your support for the National Parks Traveler comes at a time when news organizations are finding it hard, if not impossible, to stay in business. Traveler's work is vital. For nearly two decades we've provided essential coverage of national parks and protected areas. With the Trump administration’s determination to downsize the federal government, and Interior Secretary Doug Burgum’s approach to public lands focused on energy exploration, it’s clear the Traveler will have much to cover in the months and years ahead. We know of no other news organization that provides such broad coverage of national parks and protected areas on a daily basis. Your support is greatly appreciated.

 

EIN: 26-2378789

Support Essential Coverage of Essential Places

A copy of National Parks Traveler's financial statements may be obtained by sending a stamped, self-addressed envelope to: National Parks Traveler, P.O. Box 980452, Park City, Utah 84098. National Parks Traveler was formed in the state of Utah for the purpose of informing and educating about national parks and protected areas.

Residents of the following states may obtain a copy of our financial and additional information as stated below:

  • Florida: A COPY OF THE OFFICIAL REGISTRATION AND FINANCIAL INFORMATION FOR NATIONAL PARKS TRAVELER, (REGISTRATION NO. CH 51659), MAY BE OBTAINED FROM THE DIVISION OF CONSUMER SERVICES BY CALLING 800-435-7352 OR VISITING THEIR WEBSITE. REGISTRATION DOES NOT IMPLY ENDORSEMENT, APPROVAL, OR RECOMMENDATION BY THE STATE.
  • Georgia: A full and fair description of the programs and financial statement summary of National Parks Traveler is available upon request at the office and phone number indicated above.
  • Maryland: Documents and information submitted under the Maryland Solicitations Act are also available, for the cost of postage and copies, from the Secretary of State, State House, Annapolis, MD 21401 (410-974-5534).
  • North Carolina: Financial information about this organization and a copy of its license are available from the State Solicitation Licensing Branch at 888-830-4989 or 919-807-2214. The license is not an endorsement by the State.
  • Pennsylvania: The official registration and financial information of National Parks Traveler may be obtained from the Pennsylvania Department of State by calling 800-732-0999. Registration does not imply endorsement.
  • Virginia: Financial statements are available from the Virginia Department of Agriculture and Consumer Services, 102 Governor Street, Richmond, Virginia 23219.
  • Washington: National Parks Traveler is registered with Washington State’s Charities Program as required by law and additional information is available by calling 800-332-4483 or visiting www.sos.wa.gov/charities, or on file at Charities Division, Office of the Secretary of State, State of Washington, Olympia, WA 98504.

Comments

Submitted by admin on March 28, 2009 - 10:44am.

It's probably all an advertising lie. Never trust those people to say anything t true.


Submitted by admin on March 28, 2009 - 1:21pm.

I love it! GReat story.
Though I never knew how the concept was born, I admit it's even better than imagined... I say, resurrect the story and outsell all competitors. I have always considered Timex the best watch for time and value...and it was the "...keep on ticking" motto.
Thanks Timex.
Somethings are timeless.
You're one of them.
Lana


Submitted by admin on March 28, 2009 - 9:59pm.

Br'er Bear, bare bra, now bra bear. Great post. Thanks for lifting us out of the usual seriousness.


Submitted by admin on March 29, 2009 - 12:37am.

what a scene of fighting w/ an animal. seriously a kind of braveness!


Submitted by admin on March 29, 2009 - 2:17am.

I DONT CARE. I ALLWAYS ENJOY TIMEX WATCHES THEY DO TAKE A LICKIN AND KEEP ON TICKIN....


Submitted by admin on March 29, 2009 - 5:49pm.

Don't think I'd want to try whacking a griz. on the nose with my binocs, or anything else for that matter! Kind of makes you think about all the different possible uses for a bra in the back country. Somehow I just don't think my wife would understand if she found one in my backpack though!


Submitted by admin on December 14, 2009 - 3:12pm.

Yes it is a true story. Lorraine is my wife's aunt


Submitted by Sherrin houtman on March 5, 2016 - 2:24pm.

i am her neice. It really happened. Totally true. She was a great lady!


Add comment

CAPTCHA

This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Image CAPTCHA
Enter the characters shown in the image.

Your urgent support helps the National Parks Traveler increase awareness of the wonders and issues confronting national parks and protected areas.

Support Our Mission

INN Member

The easiest way to explore RV-friendly National Park campgrounds.

The Essential RVing Guide to the National Parks

Here’s the definitive guide to National Park System campgrounds where RVers can park their rigs.

Our app is packed with RVing- specific details on more than 250 campgrounds in more than 70 national parks.

You’ll also find stories about RVing in the parks, tips helpful if you’ve just recently become an RVer, and useful planning suggestions.

The Essential RVing Guide to the National Parks

FREE for iPhones and Android phones.