ESPN/X Games Spots Are the Centerpiece
LOS ANGELES--Bates USA West will break an $8 million ad campaign for surfwear retail chain Pacific Sunwear during the ESPN/X Games this weekend.
Agency and client officials say it is the first campaign in the category to use national TV ads to reach its target Gen Y audience.
It is also the first work from the Irvine, Calif., shop since winning the account of PacSun, as the company is now known, last fall.
Anaheim, Calif.-based PacSun is a sponsor of the ESPN/X Games, to be held Feb. 4-8. The spots will also air on MTV, Comedy Central and the WB. They are supported by five print ads debuting in March issues of youth-oriented magazines.
The TV ads are stylized video montages of dye-haired, tattooed and body-pierced youngsters putting their boards through the paces. The spots end with a circle containing the letters "P.S."--a newly created branding device--and phrases such as "Clothes are your armor" and "Never play it safe."
"We're really selling an attitude about life and a place to be ... on the beach, in the snow, with your friends," said Bates executive creative director Mike Robertson.