National Effort Focuses on ‘Slope Dreams’
BOSTON–Skiers spend 30 days a year flying down mountains and the other 335 imagining it, according to Chuck Carmone, president of creative boutique Nail.
A print campaign created by the Providence, R.I., agency for Atomic USA is built around that notion. One execution shows a man in a business suit crouched in a skiing position while riding an escalator.
“We are really trying to stand out from the hard-core, extreme” advertising that dominates sports magazines, Carmone said.
Another ad depicts a businessman with his eyes closed, dreaming of skiing as he sticks his head out of a cab window. Both efforts, which have run domestically in Ski and Skiing magazines, are being adapted for publication in Europe and Canada.
A separate Nail effort for Atomic’s Oxygen snowboards will run through November in enthusiast publications.
One execution shows a preacher baptizing professional snowboarder Kenyon Robinson, who stands waist-deep in a river holding his snowboard.
Atomic, which spends about $2 million a year on advertising, handles its media chores in-house.