Television commercial for Galyans. "A campaign for a sporting goods store featuring non-existent sporting goods. To position Galyans as the place great brands introduce their latest innovations, we invented (with a little special effects help) technology and filmed it so that at least for awhile you believed you were witnessing the Next Big Thing in outdoor gear. These spots required that we shoot in Iceland because…well, it didn't have to be Iceland. But the weird treeless volcanic backdrop fit the strategy perfectly: it helps convince you that this is an important product from the very first frame. Incidentally, the man with the dog is an Icelandic pop star. Huge over there. Just huge.""Hydroguard" :30(With clouds gathering and his dog at his side, an outdoorsman leaves his remote campsite and hikes through a wild landscape of mountains and rivers. Far from shelter, the two are caught in a downpour. Our mountaineer calmly pulls up the hood of his coat and activates a technologically-advanced rain-deflecting shield, which creates, in effect, an aura of dry space around him. His dog hurries to his side, taking advantage of the shelter the innovative coat creates)Anncr. (VO): This coat is not available. Yet. If it ever is, we'll be the first to have it. Galyans Sports and Outdoor Adventure. What's next?