Ignited Remains ‘Never Uncomfortable’ for Sanük

By Erik Oster 

Los Angeles-based agency Ignited continues its “Never Uncomfortable” campaign for shoe brand Sanük with two new spots promoting the brand’s upcoming spring collection.

Both spots (“Drummer Boy” and “#1 Fan”) depict what may very well be the world’s worst rock band as the band’s drummer and their number one (and only) fan stay comfortable as the band plays to an empty room. They mark a continued effort to popularize the brand beyond its core audience of surfers. Unfortunately, the spots are pretty difficult to watch — not just for the awful band (which could have been a pretty decent gag if handled well) but the awkward way in which the characters narrate the action as it’s happening. Additional campaign elements include “Pandora and Spotify radio spots, search, and influencer partnerships with YouTube personalities.”



Creative Director: Graham Simon                                                       

Associate Creative Director: Karin Djelaj

Senior Art Director: Jeremy Carson                      

Senior Copywriter: Dan Elmslie                                                    

Producer: Mike Dobbs                                     

Account Director: Christel Roldan       

Account Executive: Janai McElroy            


Photographer: Tyler Gray


Production House: Original Films

Director: Tom DeCerchio

Executive Producer: Joe Piccirillo

Producer: Dennis McCollough

Director of Photography: Michael Bonvillian

Editor: Jonathan Del Gatto


Music: Sebastian Robertson @ We the People                                                                                    


Sound Design/Audio Mix: Sonic Magic