Giant Spoon debuts first spot for Yeti as it surfs into new lead agency role

Giant Spoon,
No. 3 on Ad Age’s 2019 A-List
, debuted its first work for
Austin-based Yeti on Wednesday after revealing that earlier this
year it won lead creative and strategy duties for the outdoor
lifestyle brand, without a review.

Previously, the majority of Yeti’s creative work was handled
in-house, although people close to the business told Ad Age that
the brand also worked with Austin-based independent agency Preacher on a project
basis. It is unclear if that work will be affected. The agency
declined to comment.

The campaign from Giant Spoon will
star Yeti ambassadors including professional snowboarder Robin Van
Gyn, who is the focus of the first film in the series. In the
90-second ad, Van Gyn reflects on her snowboarding career—she’s
been described as one of the most influential snowboarders, a
trailblazer of the backcountry who has dropped from some of the
steepest peaks in North and South America—and her decision to
take this past summer to try something new: surfing.

It’s worth watching the spot if only to see this wildly athletic
pro snowboarder struggle to maintain her balance on a 1-foot
wave—Van Gyn, always a good sport, can be heard in the spot
saying she feels “humbled” on the water, compared to being at
ease atop a mountain.

“I’ve spent the bulk of my adult life chasing winter,” Van Gyn
says in the ad. “I had this fast-paced snowboarding career. I was
so focused on competing and trying to do the best trick, trying to
ride bigger mountains; pushing myself super hard. At one point I
needed to stop and take a breath.”

The campaign, Yeti’s largest national advertising effort to
date, is refreshingly humanizing coming from an athletic brand of
sorts. It’s a far cry from the stances taken by other
brands-that-will-remain-nameless that hone in on the competitive
nature of athletes pushing themselves to the utmost limit, without
considering the physical or mental strain it puts on them. It
also launches at a particularly interesting time, during National
Suicide Prevention Month, when there is an increased focus on
mental health.

Director and producer Stacy Peralta—once a professional
skateboarder and surfer with the Z-Boys from Venice,
behind “Dogtown and Z-Boys,” “Crips and Bloods: Made in America”
and “Lords of Dogtown”—led the production of the campaign, which
began rolling out with this initial spot across linear TV, Hulu,
YouTube and social this month. The second and third iterations are
expected to be released later this fall.

According to estimates from R3 Co-Founder and Principal Greg
Paull, Yeti spends about $20 million annually on measured
media.

Source: FS – Advertising Blogs !
Giant Spoon debuts first spot for Yeti as it surfs into new lead agency role