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Team One and Polaris Dare You to Experience The Slingshot

Creative 160 Add to collection
The adrenaline filled spot aims to excite the thrillseeker in all of us
Team One and Polaris Dare You to Experience The Slingshot

Team One is breaking its first creative for Slingshot during March Madness with an integrated advertising campaign that includes TV, social and digital media buys. And wait for it, a bleeped-out “F” bomb.

Polaris Slingshot is a three-wheeled, open-air roadster that combines exotic looks with raw performance. Team One handles creative for Polaris’ Indian Motorcycle account and won the additional Slingshot business in January. Their previous agency was The Integer Group. Slingshot vehicles hit the market in 2015.


In the 15- and 30-second ad executions, viewers are introduced to flashes of the mysterious Slingshot in a dark room. It could be a UFO, for all we know. “We dare you to ignore it,” a voice says. “We dare you to categorize it.” As the taunts continue, the screen flashes a series of visceral and futuristic-looking shots that look straight out of a Tron movie —showing the Slingshot at different angles, including a bird’s-eye view of the exotic machine with no doors and no roof. Finally, we get the full reveal and the roadster springs into action.The helmeted drivers buckle in and the Slingshot aggressively accelerates. The ad tags with: “Slingshot: Drive one at your Slingshot dealer. We f---in’ dare you.”

Team One created PG versions to comply with network censors; and saves its bleeped out swears for the digital and social domain, joining the ranks of FableticsReebokNewCastle and other brands that have flirted with using bleeped out curse words in TV ads.

The brash strategy is aimed at reaching Slingshot’s target audience of “Broken-DNA Thrill-seekers,” who index high for adrenaline and attention. As that name implies, this is a segment that loves to take risks and sees themselves as“self-made” and “the life of the party.” These consumers tend to be middle-age males with discretionary income ($100k+) and aligns well with March Madness demographics.

Polaris believes these adrenaline thrill-seekers are customers who could help Slingshot define the unique category of one—and perhaps even become a brand verb like Band-Aid or Uber.  To “Slingshot” is to ride this type of vehicle,typically with the intent to show off its exotic looks and/or raw performance capabilities.

“March Madness is the perfect opportunity for Slingshot to reach a new target and connect to a cultural moment. Slingshot is all about pushing boundaries and the tournament brings this same ambition out of the players and the fans.” –Kevin Reilly,Senior Director of Marketing – Slingshot

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Post Production / VFX

Colourist: Adolfo Martinelli

Flame Artists: James Bohn

Production Company

Executive Producer: Shelby Ross, Maggie Meade

Head of Production: Joanna Fillie

Production Company: SiblingRivalry

Art Director: Patrick Dougherty

Digital Agency

Digital Agency: Team One

Senior Project Manager: Karen Thomas

Music

Sound Engineer: Bob Gremore

Offline

Edit Company: Team One

Editor: Bryan Cook

Creative Agency

Account Executive: Taylor Toomey

Chief Creative Officer: Chris Graves

Client Servicing: Steve Bava

Copywriter: Scott Ivener

Creative Agency: Team One

Director: Director

Director of Integrated Production Business Affairs: David Peake

Group Creative Director: Craig Crawford

Planner: Robert Watchmaker

Producer: Amanda Clark Altham, Reilly Park

Strategy Director: Jen Grant

Client

Advertiser: Slingshot

Marketing Director: Kevin Reilly

Marketing Manager: Rachel Elia

Categories: Automotive, Bikes

Team One, Mon, 20 Mar 2017 03:03:19 GMT