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With ads that feature real surfing and skateboarding teens talking about their hip boardware, Bates USA West has become the latest proprietor of reality television.
The Irvine, Calif., agency has unveiled three of five new 30-second spots it created for retail clothing chain Pacific Sunwear. Each features live video footage of everyday teens. No actors were hired to appear in TV ads or supporting print work.
The spots will run on MTV, ESPN and ESPN2; the print ads will appear in Spin, Seventeen and Skateboarder magazines.
Bates, which plans to unveil the two remaining spots in May, handles creative and media for the estimated $8-10 million account.
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