Fathom This

Bulldog Drummond’s first global print campaign for scuba product maker Scubapro attempts to reinforce the company’s position as the leader in the scuba category.
The six ads for the El Cajon, Calif.-based company, which has sold scuba gear for over 30 years, feature black-and-white photos of ocean life. A brightly colored bar across the ads contains a Scubapro product and text.
One execution (shown here), for the S TEK wet suit line, shows a picture of a whale. It reads, “If you have goose bumps it’s not because you’re cold.” Another, for Jet Fins, says, “You would win,” over a school of speeding dolphins.
“[We found] that the brand still held a strong emotional tie to the history of the sport,” said Shawn Parr, chief executive officer at the San Diego agency. “People thought of it with fondness.”
The ads break this month in Skin Diver, Scuba Diving, Outside and other diver and enthusiast publications worldwide. The estimated $2 million effort will run through the year.
–Teresa Buyikian