A&G Portrays Loon as ‘Gravity’s Playground’

BOSTON Allen & Gerritsen takes a new approach in a multimedia campaign for Loon Mountain, positioning the ski resort as “Gravity’s playground” in ads featuring a fictitious institute that studies unusual activities such as bear taunting and parachute pulling.

In each case, skiing at the New Hampshire resort is shown to be more thrilling.

This marks the first major effort for Loon from the Watertown, Mass.-based independent shop since it added the business last June. Previous ads for Loon were tagged “As it should be.”

The “Gravity’s playground” line attempts to reflect the excitement of skiing at Loon, as does a billboard in the campaign, which shows an snowy mountain range upside down, as if viewed by a skier in the midst of a jump.

A&G’s work for the client includes TV, radio, print, outdoor and Web efforts guided by agency executive creative directors Gary Greenberg and Peter Seronick. Einar Orn handled art direction and print photography; Aaron DaSilva contributed copy.

Loon ad spending is estimated at $1-2 million.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.