Mascola Launches Vanguard Sailboats Campaign

Mascola Advertising’s new print campaign for Vanguard Sailboats aims to establish an emotional bond between sailors and their vessels.

The effort from the New Haven, Conn., agency features several executions that target “junior sailors,” ages 8-17, a category in which the client specializes. The tagline: “Sailing. Spread the word.”

One ad shows a school textbook covered with scribblings of sailboats, ocean scenes and phrases such as “Vanguard rules!” On the right is a sticker with the “Team Vanguard” symbol, which kids can peel off and reapply elsewhere.

The work eschews traditional glossy photography often used in sailing-related ads and focuses instead on themes familiar to youthful enthusiasts, according to agency account director Sam Tuttle.

“It illustrates that Vanguard understands that emotional connection between people and their boats,” Tuttle said.