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VitroRobertson Rides WaveRunners

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San Diego Agency Taking Yamaha's Watercraft on a Longer Ride
LOS ANGELES--VitroRobertson promotes the features of Yamaha's line of WaveRunner vehicles in its latest campaign for the company's Watercraft division.
The estimated $2 million TV and print campaign plays up the idea of taking the water vehicles on extended forays, said VitroRobertson principal John Robertson. "We found out that people were using [the vehicles] for touring on longer trips, for adventure and exploration," he said.
Print ads appearing in watersport enthusiast magazines consist of two-page spreads and half spreads that detail the various features of different Yamaha models. An ad for the flagship XL1200 discusses that model's various attributes, including its 155 horsepower engine. Accompanying the text is a photo of a rider circling in the water, with further text that reads, "What do I want my kids to remember about me? That I was always at the office? Or that my fingers were always pruney?" The ads are running in Watercraft World, Boating, Boat World and other enthusiast publications.
Similar consumer ads, with spunky headlines and photos of the vehicles in action, will run in Playboy, Men's Health, Men's Journal, Outside and other such publications. One ad reads, "Freeways are more fun when they're liquid." Another urges the reader to "Put a lot of miles between you and Monday."
The campaign uses the tagline, "Solid thinking for a liquid world," which the San Diego-based agency created after it won the business last year.
Two TV spots, set to break in the spring, show riders gliding the vehicles through various picturesque sections of Lake Powell, a huge man-made lake on the Arizona-Utah border. In one spot, a voiceover says, "You aren't the first person to discover this place. But we may be the first people to see it all in one day."
The ads will air on ESPN, ESPN2 and other sports and outdoor enthusiast cable channels.