https://www.youtube.com/watch?v=O4IY0Ay63bQ
GoPro has just launched its first scripted tv ad, which will roll out globally as part of its largest campaign yet, aimed at creating 1.4b+ impressions. Via Adweek:
For years, GoPro has taken a user-centric approach to its advertising, packaging submitted content for TV spots that have run everywhere from YouTube to the Super Bowl.
But today, it’s launching its first scripted TV spot, which is part of its largest campaign yet that’s rolling out on a global scale. TV spots will run in the U.S., Spain, Germany, France, Korea, Australia and other markets. And there’s an accompanying global campaign aimed at creating around 1.4 billion impressions. The campaign is a combination of regional and national ad buys, with the first spot airing today before ramping up Friday and then airing in prime time during Sunday Night Football.
According to GoPro svp of marketing Bryan Johnston, the campaign is meant to reflect the diversity of the brand’s users over the past few years, as its core user base grows from being adventure-seeking people documenting the great outdoors to a camera that can be used by anyone.
“If we succeed, then we create thousands upon thousands upon millions of 21st-century storytellers,” Johnston told Adweek.
The spot begins with a scene showing dozens of people in the desert taking photos of a sunset, their smartphones creating a shadow across their faces. A narrator then challenges the viewer about what they’re really doing: “Is this being in the moment? Is this hanging out? And is this really playing with your kid? Don’t stop what you’re doing to capture what you’re doing. Just keep doing.”