Wexley School For Girls and Copper Mountain Ski Resort develop humourous spots
Seattle-based advertising agency Wexley School for Girls is packing up its bathing suits and sunscreen to make room for their winter coats and snow gear in anticipation of this year’s Everyone Deserves a Snow Day ad campaign for Copper Mountain Ski Resort.
Copper Mountain isn’t your ordinary ski resort. Everyone feels like a local on a massive amount of terrain and without the hassles found at most major resorts. In a series of 30-second TV spots, Wexley highlights the differentiators of Copper Mountain – close parking, short lines, back bowls, lodging deals, and pass savings – through an eclectic mix of interactions on the lift ride up the mountain.
“Skiing is a transcendental experience for most folks,” said Cal McAllister, CEO/ECD, Wexley School for Girls. “When people realize they’re on a chairlift and cannot get off, and you mix in a little high altitude truth serum, the ride up can become almost as memorable as the ride down. We focused on making the art direction other-worldly because Copper is unlike any other ski area on the planet.”
In the spots, adults played the children and teens, so Wexley employed green suits to create the illusion that adults are younger than they actually are. They also impressively shot all 10 spots in a single day against a green screen, which provided them with artistic freedom to design a whimsical environment that captures the uniqueness of Copper Mountain.
Where most ski mountain advertisements include someone flying down the mountain or a professional launching himself over a cliff or snow-covered tree with a disclaimer scribbled across the bottom of the screen, Wexley took a different approach by focusing on the moments that matter. In reality, mountains are filled with locals and visitors, families, friends, and couples, all with varying degrees of experience. More often than not, people remember who they skied with and the experience at the mountain as a whole, rather than a specific run itself, and Everyone Deserves a Snow Day, humorously portrays those unforgettable moments.
“Some of my most memorable skiing experiences happened on the lift,” says Dwight Eppinger, Senior Marketing Manager at Copper Mountain. “I was excited with how Wexley captured the lift ride interactions with a sense of humour and highlighted what makes Copper different from other ski resorts.”
Almost everyone on set was either a skier or snowboarder, so the spots have a sense of authenticity. Some of the lines in the clips even came from lunchtime on set, where people reminisced and shared stories about their own lift experiences, and even those they witnessed – people getting engaged, breaking up and consummating relationships.