Advertising and design firm 72andSunny has teamed up with action sports industry leader Quiksilver on a multi-spot TV campaign, a rare instance of a leading action sports brand partnering with an outside creative agency.
Quiksilver is a Gold Level Sponsor of the ESPN Winter X Games Nine in Aspen, Colorado from January 29 ? February 1, 2005, and has several of its signed athletes competing, including two of the top snowboarders riding today, X Game medalists Todd Richards and Danny Kass. The campaign comprises the spot ?Popcorn? as well as a series of commercials that star Richards and Kass, inspired by campy 1960s surf movies. 72andSunny Creative Directors Glenn Cole and John Boiler collaborated very closely with Quiksilver Global Creative Director Natas Kaupas, and with director Charles Wittenmeier of prodco Area 51. The spots break January 20 on ESPN, FOX Sports and ABC, with additional ads featured exclusively at http://www.quiksilver.com.
?The campaign is perfect for us, timeless and entertaining, highlighting the beauty of snowboarding while letting our riders? personalities shine through. I believe the talent and flexibility of 72andSunny made this possible,? said Natas Kaupas, Global Creative Director, Quiksilver. ?Not only do I think the 72 crew is nice and easy to work with, I know they are?because they were able to rally an amazing team of talented professionals to work under ridiculous deadlines and produce top-notch spots.?
Quiksilver?s roots date back to 1970, when two Australian surfers founded the company after designing the perfect boardshort. Since then, the brand has become an international action sports icon, with distribution around the globe. In recent years, Quiksilver has acquired other youth-oriented companies, including DC Shoes, Roxy, Gnu, and Hawk Clothing.
The spot ?Popcorn? features the Quiksilver snowboarding team as a tight group of super-talented riders who pop off in a visual and audio symphony of amazing tricks. Shot on-location at the Mammoth Mountain Park in California with the riders launching themselves off a jump for the better part of a day.
The Richards and Kass spots use the fun, kitschy surf movies from the 1960s (like Gidget and Beach Blanket Bingo) as visual inspiration. The ads even incorporate music produced and composed by Tom Baxter, grandson of Les Baxter, who scored many of the surf movies of that era. For the humorous dialogue scenes between the two athletes, Kass and Edwards were shot against a rear projection screen, which created the purposefully low budget look and effect of Kass and Richards ?snowboarding? against a park background when, in actuality, they were goofing off on a Burbank sound stage. The director then interspersed these dialogue segments with cutaway trick shots culled from stock footage.
The Kass-Richards spots were mostly unscripted, focusing instead on the entertaining dynamic between the two riders and the hilarious situations that serendipitously transpired on set. ?Dog? features Kass?s dog Elvira, who was brought to the shoot and was quickly drafted into a scene. ?Medals? riffs on the fact that Richards is older than Kass, and has won a lot of medals. Kass, however, has a trophy of his own?a huge gilded affair he keeps tucked snugly in his snowboarding pants. Other spots capture the athletes? various playful shenanigans, as they slap each other with stuffed monkey dolls, insult one another?s mothers, and take turns as ?guinea pigs? (which in snowboarding parlance means someone who tests out a jump or run).
?It was great to work with the talented Quiksilver in-house creative team on this campaign. We were totally in sync every step of the way, and I think that comes through in the work,? said John Boiler, co-creative director at 72andSunny. ?It balances the relaxed, lighthearted vibe of the typical X Games fan with the core performance and style of Quiksilver as a brand.?
About 72andSunny
72andSunny is a full-service advertising, design and brand identity agency with offices in Los Angeles and Amsterdam. Current clients include Bugaboo, USA Network, G4 Media, the Portland Trail Blazers and Quiksilver. For more information about 72andSunny, contact 310.615.9880 or visit http://www.72sunny.com.
72andSunny Media Contact:
Please contact Karen Raz or Natasha Wang at Raz Public Relations, (310) 450-1482 for information, interview requests or artwork
Credits
Agency: 72andSunny / El Segundo, CA
Writer: Jason Norcross
Art Director: Bryan Rowles
Creative Directors: Glenn Cole, John Boiler
Producer: Mary Ellen Duggan
Director: Charles Wittenmeier
Production Company: Area 51 / Santa Monica, CA
Editorial: Mad River Post / Santa Monica, CA
Editor: Lucas Eskin
Music: Bax Music, Tom Baxter
Credits for Popcorn:
Agency: 72andSunny / El Segundo, CA
Creative Directors: Glenn Cole, John Boiler, Natas Kaupas
Producer: Mary Ellen Duggan
Director: Charles Wittenmeier
Production Company: Area 51 / Santa Monica, CA
Editorial: Mad River Post / Santa Monica, CA
Editor: Lucas Eskin
Post Effects: Encore / Hollywood, CA
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