Eleven Gets Obsessive for Oakley

By Erik Oster 

San Francisco agency Eleven worked as lead creative agency on a new brand campaign for Oakley (who have not currently selected a creative AOR), which leans heavily on the brand’s roster of professional athletes.

Entitled “One Obsession,” the campaign focuses on the type of intense passion necessary to succeed at professional sports and extends that mindset to any endeavor which viewers obsess over. “It’s really a call to action for people to live their obsession,” David Adamson, senior vice president of marketing at Oakley, told AdAge. “We’re trying to create a platform for consumers and athletes to facilitate a conversation around that.”


At the center of the campaign is an online spot featuring recently traded (to the Padres) outfielder Matt Kemp, surfer Gabriel Medina, skateboarder Eric Koston, cricket player Virat Kohli and cyclist Mark Cavendish. Non-professional athletes are also featured in the ad, which explores each athlete’s personal obsession as inspiration for their success through a series of short scenes, ending with the “#LiveYours” tagline. In addition to the full-length version above, there are also 15 and 30-second versions running online. Later in the year, Oakley will run additional videos exploring each athlete’s story in-depth. A print campaign featuring the same athletes will support the effort, along with outdoor, live events and retail activation. The global campaign will span some 22 countries.