Man, Machine Meld for Polaris

Martin/Williams addresses the bond between man and machine in its first work for snowmobile and personal watercraft marketer Polaris Industries.
The print campaign, breaking in September editions of enthusiast magazines, touts the company’s model year 2000 snowmobiles. One execution features a close-up of a helmet with the snowmobile reflected in the visor. The headline reads, “It’s only engineering until you get on. Then it’s all chemistry.”
“We wanted to articulate the feel of riding the Polaris,” said agency account manager Rick Coad. “Polaris consumers are very passionate about their snowmobiles.”
The campaign continues to use the Plymouth, Minn.-based company’s longtime tagline, “Ride the best.”
M/W is in the process of completing some brand-oriented commercials for Polaris, Coad said. That work, the client’s first TV effort in several years, is expected to break in September.
The agency won the account last year following a review that included six Minneapolis agencies, including incumbent Carmichael Lynch. Company officials cited M/W’s brand-building and strategic capabilities as chief reasons for their selection.
Carmichael’s last work for Polaris showcased its watercraft with humorous artwork and copy that stressed the benefits of the vehicle’s engine.
Polaris spent $7 million on advertising last year, according to Competitive Media Reporting.