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