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.

Another execution shows a boy frolicking in the water. Text states, “There’s a Sunfish in his future,” referring to one of Vanguard’s sailboat models.

In an ad geared toward adult sailors, a man is seen standing on the beach, looking out at the ocean. Text reads, simply, “It will consume you.”

The campaign will run throughout the year in specialty publications such as Sail, Sailing and Junior Sailor, a supplement to Sailing World.

The budget was not disclosed, but is estimated in the six-figure range.

The new work represents an entirely different tack from Mascola’s 2001 campaign for the the client, which consisted of ads that promoted the company’s racing and recreational boats through product drawings and descriptions.

Creative director Chad Vorbrich oversaw the new campaign, which was crafted by art director Ben Quinn and copywriter Matt Sawyers.

Media placement is being handled in-house.

Mascola has worked with Portsmouth, R.I.-based Vanguard since 1999. The agency has developed a specialty with marine clients, and also works for the Mystic & More Convention & Visitor’s Bureau, Sail America and Lewmar, a British manufacturer of nautical equipment.