Nail Intros Work for Ski Gear

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Nail targets the obsessive skier in its latest campaign for Atomic Ski USA.

A series of print ads from the Providence, R.I., agency breaks as two-page spreads in fall issues of downhill and cross-country skiing magazines. Spending is in the mid-six-figure range.

The campaign continues the client’s long-running tagline, “Obsession? Compulsion? Addiction?” to promote the Amherst, N.H., company’s line of skis and related equipment. This time around, however, the shop tempers its approach by using subtle visual elements, according to agency co-creative director Alec Beckett.

One ad was shot on Boston’s bustling Commonwealth Avenue.





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