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PacSun, with help from a dozen action sports brands, is launching a national advertising campaign with the tagline “Dress Irresponsibly.”
I saw a preview of an early mockup of a commercial at PacSun headquarters a few weeks ago, and it is pretty unique. The commercial mixes fashion shots with action sports sequences set to Frank Sinatra’s “Call Me Irresponsible.”
The song definitely catches one’s attention because it’s incongruous with action sports and teens. The action sports sequences were around the irresponsible theme as well and not reminiscent of typical action shots in magazines.
I haven’t seen the final version however.
Brands participating include Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O’Neill, Billabong and Element.
About 20 athletes are featured including Rob Machado, Bucky Lasek, Chris Pfanner, Nick Dompierre, Levi Brown and Ryan Dungey.
The campaign highlights summer and back to school styles and ads will appear on television, print and digital platforms.
The TV commercials are directed by So Me of Ed Banger Records.
See Page 2 for the official press release.