REI is bringing its passion for the outdoors to ... the TV.

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REI is bringing its passion for the outdoors to … the TV.

The Kent-based outdoor gear and apparel retailer today launched two commercials in eight cities including Seattle, marking its first foray into TV advertising.

The 30-second commercials, filmed in British Columbia in partnership with BBDO Atlanta, are called “Tree” and “Fine Dining” and estimated to reach 30 million viewers through Christmas Eve.