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2004 Summer X Games Ad Campaign
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ESPN UNVEILS "X GAMES X IS COMING TO LA" MARKETING CAMPAIGN
X Games TV spots and print ads will feature top action sports athletes including
Bob Burnquist,
Bucky Lasek, Rob Machado, Ryan Nyquist,
Travis Pastrana and Shaun White.
ESPN announced on June 28, 2004 their plan to unveil a new
advertising campaign featuring the best action
sports athletes for X Games X, the world’s premier action sports
competition. The event will air live on ESPN and ABC Sports
August 5-8, 20004. The advertising campaign was created by Los Angeles-based
ad agency Ground Zero.
Eight new ads were filmed in April of 2004 at the Los Angeles International
Airport, portraying X Games X professional athletes in various airport
scenarios, all rushing to get to Los Angeles for the the X Games.
"With the X Games, our best promotional asset is the athletes
themselves. There's no way we could do the event justice
without showcasing their personalities, their humor and their
incredible talents," said Spence Kramer, vice president of
advertising and promotion.
A total of one 60-second, three 30-second, and four 15-second
TV ads will run on ESPN networks. The ads will showcase six of the best
action sports athletes in the world: skateboarders
Bob Burnquist
Bucky Lasek and Shaun White; surfer Rob Machado; bike stunt
rider Ryan Nyquist and moto x rider
Travis Pastrana.
The 3 spots include:
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LAX:
The anthem spot of the campaign features all six athletes
completing various stunts throughout the Los Angeles airport.
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Window Seat:
Bob Burnquist
and
Bucky Lasek learn there is only one window
seat remaining on their flight to L.A., so they race dynamically
through the airport, showing viewers why they are the best in
their sport. However, once they arrive at their plane,
they learn they were "beaten" to the seat.
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Getting There:
Rob Machado brings along his surfboard for the trip, much
to the dismay of his fellow passengers, while Ryan Nyquist
brings along his recent photo spread to prove to airline
security that he is who he says he is.
In addition to the spots airing on ESPN, ESPN2, ESPN Classic
and ESPNEWS, a significant off-channel media buy on national
and local cable. In addition, the print aspect of the campaign
will appear in ESPN The Magazine and various other print books.
In an unprecedented amount of local outdoor media, ESPN
will feature X Games X on two popular buildings in Los
Angeles and over ten billboards in the area.
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