Kawasaki Gets Back To Nature With Bozell

Bozell Worldwide’s Costa Mesa, Calif., office invites outdoor enthusiasts to experience nature firsthand in its new campaign for Kawasaki’s outdoor utility vehicles.
The campaign, which broke late last week, is comprised of a 30-second TV spot, six four-color print ads and outdoor boards for the Irvine, Calif.-based client’s Prairie ATV and Mule models. The campaign runs through the fall. Billings are approximately $2 million.
The spot begins with a wilderness shot and a sign that reads, “Scenic Outlook.” A voiceover begins: “This is as close to nature as some people get.” The scene cuts to Kawasaki all-terrain vehicles cutting through the trees and racing by streams, as the voiceover continues: “But not you. You ride all day to get way back in there.”
The spot then describes the ATVs’ features, including their comfort and dependability. The tagline is, “Come on in. Then, get out.” The client’s toll-free phone number and Web site address appear at the end of the spot, which is airing during NASCAR and other outdoor-oriented programming on ESPN, ESPN2 and TNN.
Print ads for the Mule model show the vehicle at work and at play, with headlines such as: “Next thing you know, the dog will want to ride shotgun” and “Lewis and Clark didn’t discover everything.” The print ads are running in ATV, hunting, fishing and farming enthusiast publications.
The campaign was crafted by Ken Sakoda, creative director; Joyce Koch, copywriter; Dan O’Brien, art director; and John Brooks, producer.