Mammoth Mountain lives large with new ads

Mammoth

David&Goliath is relaunching Southern California's Mammoth Mountain ski resort under the tagline "Play big," and has plenty of larger-than-life advertising to match. There's this billboard, which just went up on the 405. (The boarder "is in fact a mannequin," the release clarifies, "dressed in the latest gear donated by Quicksilver and DC.") The campaign also includes giant trail maps that are almost seven feet wide: perfect, perhaps, for those skiers and snowboarders with poor eyesight. " 'Play Big' certainly speaks to the size of the mountain," creative director Ben Purcell says. "But it also serves as an invitation to all those looking to push their boundaries, whatever level that may be."

—Posted by Tim Nudd