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Burton Keeps Boarders in the Dark

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BOSTON Burton Snowboards knows high-flying snowboarders who use its products help make the brand hip. So the boarders, not the clothing, are the stars in Jager Di Paola Kemp Design's upcoming campaign for Burton's new Analog line of coats, shirts and accessories.

The effort aims to "create mystery" and "stir up paranoia" surrounding the brand by using nearly all black magazine ads, each of which features a well-known snowboarder, said Ben Velez, creative marketing manager at Burton Snowboards in Burlington, Vt.

Ads from the crosstown independent shop show the yellow Analog logo on one side of a page with dimly lit photos of boarders taking part in mysterious activities on the other. One features Trevor Andrew sitting in front of various TVs, a scene lit by a single lightbulb.