Mekanism Trains for North Face

By Erik Oster 

Mekanism launched the largest-ever spring campaign for North Face, entitled “I Train For,” promoting the brand’s new Mountain Athletics line.

The 30-second spot of the same title features North Face brand ambassadors Emily Harrington (rock climber), Daniel Woods (rock climber), Ingrid Backstrom (skier) and Hal Koerner (ultra runner). Its copy is built around repetition of the word “This” to begin sentences, which wears out its welcome by the end of the spot. Visually the ad shows the brand ambassadors pulling off some impressive feats, mixed with images of training implying all the hard work that goes into the performances. “This is a summit,” the spot begins, over piano music that, coupled with the use of repetition, gives the ad a bit of an Apple feel. The ad concludes with the line, “This is what I love,” while text introduces the “#ITrainFor” hashtag, inviting viewers to share what they train for on social media. The national broadcast spot debuts today and will run through the end of May on channels such as ABC, FX, ESPN Comedy Central and AMC. It will also run on social channels, including YouTube, Facebook and Twitter, and will be supported by banner ads.



Agency: Mekanism                                                                                                                                                                                                                            CEO/President: Jason Harris                                                                                                                                                                                                                                          ECD: Tommy Means                                                                                                                                                                                                                                                        ACD: Joe Beutel                                                                                                                                                                                                                                                                        Art Director: Sean Grimes                                                                                                                                                                                                                                              Executive Producer: Kati Haberstock                                                                                                                                                                                                                             Producer: Danielle Soper                                                                                                                                                                                                                                       ManagingDirector:Michael Zlatoper                                                                                                                                                                                                                                                                        Director Brand Management: Anna Boyarski                                                                                                                                                                                                          Senior Brand Manager: Luke Welch                                                                                                                                                                                                                               Head of Strategy: Eric Zuncic                                                                                                                                                                                                                                       Brand Strategist: Chike Onuorah

Production Company: Farm League                                                                                                                                                                                                            EP: Tim Lynch                                                                                                                                                                                                                                                                      Head of Production: Michael Pizzo                                                                                                                                                                                                                                  Line Producer: Scott Ballew                                                                                                                                                                                                                                       Director: Tim Wheeler                                                                                                                                                                                                                                                  Director of Photography: August Thurmer

Editorial Company: Whitehouse Post                                                                                                                                                                                                       Post Producer: Jonlyn Williams                                                                                                                                                                                                                                     Editor: Lucas Spaulding                                                                                                                                                                                                                                              Assistant Editor: Brad Dupuie

Music Composition: Travis and Maude- Dave Wittman

Sound Design: One Union Recording- Andy Greenberg

Color: Spy Post- Chris Martin