VitroRobertson’s Big Adventure

San Diego Agency Celebrates the Freedom of Yamaha Watercraft
LOS ANGELES–VitroRobertson is launching a print and TV campaign for Yamaha Watercraft that emphasizes adventure over attitude.
“We discovered most watercraft users enjoy a certain sense of freedom and adventure while on their watercraft,” said agency partner and co-creative director John Vitro. “It’s not at all about the attitude we often see in watercraft ads.”
The San Diego agency will unveil the print component for the Cypress, Calif., client in enthusiast and commercial publications before launching the TV spots later this month. The agency also has media duties on the $5 million account.
To capture the attention of the target market–men 25-38–VitroRobertson is relying on publications such as Outside and Maxim. The TV spots, which feature young couples and families using the vehicles along beaches and in tropical island settings, will air on ESPN and other sports programming.
Bryan Seti, the client’s national marketing manager, said the agency has consistently produced good work for the last three years. “Their creative has been excellent in communicating with consumers. They understand our business and who our consumers are,” Seti said.
In one spot, a couple share a ride on a Yamaha GPR 1200 toward a deserted horse-shoe shaped island in the Florida Keys. After touring the area atop the watercraft, they head toward the exotic-looking island. The tagline remains, “Solid thinking for a liquid world.”
Vitro said the spot is an ideal example of the adventure theme. “The challenge was to give these ads a sense of adventure when people watch them so they will say, ‘I want to be there,’ ” he said.
“The ads reflect the fact that waverunners have evolved to be used for wake boarding, water skiing and for other family activities,” Seti added.
The account team includes Vitro, partner and co-creative director John Robertson, art director Will Roth, managing director Alan Bonine and account supervisor Teresa Cunningham.