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Aging Ski Bum Character Makes the Grade
LOS ANGELES–Smooth Johnson has returned in a new Olin Skis consumer and trade campaign from Hammerquist & Saffel.
The Seattle agency’s print ads are running in consumer magazines, including Powder, Skiing, Snow Country and Ski, and trade publications such as Wintersport Business and Ski Tech. The star of the ads, fictional elderly ski legend Smooth Johnson, first appeared in an Olin trade campaign last year.
“The campaign was so successful that the company embraced it for its consumer side,” said Hugh Saffel, agency principal and co-creative director.
In addition to the print work, the agency has produced a poster, catalog and booklet for trade distribution offering a minibiography of Smooth.
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