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McElroy Spoofs PSAs in Vans’ ‘Extreme’ Ads
LOS ANGELES–Hammering home its irreverent advocacy of extreme sports, Vans will break a $3 million effort next month that promotes teen goodness by spoofing public service announcements.
Each of the spots from McElroy Communications in Newport Beach, Calif., focuses on a specific subject, such as skateboarding, surfing or Vans’ Warped concert tour. The media buy relies heavily on bartered media through Vans-produced Board Wild programming on Fox and its “extreme” Triple Crown Series on ESPN and ESPN2, along with national ad buys on edgy, teen-skewed shows on MTV, Comedy Central and other cable stations.
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