Teva's The Naturist Pokes Fun at Its Own
Teva is poking fun at its own customers, launching three-part online parody series The Naturist, written and created by Vice magazine co-founder Gavin McInnes. The adventure footwear manufacturer will use the series to promote its new Riva and Dalea hiking shoes.
The first episode of The Naturist, “Honey/Water,” went live Wednesday, with “Hunt” set to launch Sept. 9, followed by “Fire” Sept. 23.
Teva said the idea for The Naturist came when McInnes walked into a brainstorming session between Decon, one of Teva’s creative agencies, which also manages McInnes, and Teva’s marketing team.
Teva global marketing director Joel Heath said:
We wanted to create an unexpected campaign for a hiking product.
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