For snowmobile riders, audacity is often the name of the game.
New ads for Yamaha from Marshall Advertising & Design suggest that a surefire way to leave one's chums flailing in the snow is to pick up one of the company's 2000 model-year sleds.
"There's a competitiveness, even among friends," said Diana Marshall, president and creative director at the Newport Beach, Calif., shop. "You want to beat your best friend, even if he's been your best friend since kindergarten."
The $2.5 million campaign consists of three spreads and three single-page ads, as well as outdoor boards and collateral materials.
"Intimidation. Humiliation. Annihilation. Hey, what are friends for?" reads the one headline. "Looks like the only thing your buddies have a chance of catching this year is a cold," agrees the copy.
The ads also include extensive technical information. "There's a part of the market that wants to know the details," Marshall said.
The new sleds will not be available until the fall, but the ads are running for the next month in snowmobile enthusiast publications as a "sneak peek" while this winter's snow is still on the ground, Marshall said. A heavier flight begins in September.
The agency handles all of Cypress, Calif.-based Yamaha's motor sports vehicles. Its new work for the company's motorcycles breaks this week.