Republik Gets Tough for Triumph Boats

ATLANTA The Republik has launched its first advertising for Triumph Boats since winning the account in a review last year, the shop said.

The work from the independent Durham, N.C., shop includes two full-page ads that began running in the February issues of national boating magazines including The Fisherman, The Salty Dog, Wave and On the Water. A maximum of five ads is being produced for the campaign, which is scheduled to run through June.

The campaign promotes the durability of the Durham company’s sport fishing and family leisure boats. The vessels are made with a molded plastic hull instead of the fiberglass used by most manufacturers. “The world’s toughest boats” is the tagline.

In one of the ads, a great white shark is shown with broken teeth after biting a Triumph boat. The two men in the boat sail away unaffected as the shark sinks back under the water. Copy at the bottom of the ad reads, “With five times the impact resistance of fiberglass, a Triumph is something an intelligent great white will attempt to bite only once.”

The other ad shows an Army tank pulling a Triumph boat through the desert in a war zone. Text reads, “Notice the boat’s not camouflaged.”

The media budget for the campaign is $500,000, the shop said.