Shot by Ari Marcopoulos, I’d seen this video a while ago, but only now realised that it was in fact a promo for Adam Kimmel’s clothing. Maybe I was too excited by the actual footage – two guys racing on an insanely fast downhill skating spot in Claremont, California – to realise that it was an “advert”, but then I should have reaslied that the clothes did look just a little too good!
Nice example of real giveashitability, if you ask me: generating talkability via a very viral, engaging, passionate and entertaining piece of content; not forcing the brand into something incongrouos to sell to “the cool kids” but rather focussing on something that they actually care about and enjoy on their own terms.
EDIT: having now watched it about 4 times, it’s a little more obvious. There are many clues that tell you it’s a piece to promote the clothing… The message is just a little less obvious than Ray Ban’s Never Hide (unless you know Adam Kimmel’s a designer). See how many you can spot!