A Lovable Gazelle And A Hero Come Together In "Chase" For Skechers's 2013 Super Bowl Commercial By Siltanen & Partners Advertising
by PR Newswire
EL SEGUNDO, Calif., Feb. 1, 2013 /PRNewswire/ -- Siltanen & Partners Advertising announced today the early debut of their much-anticipated return to the Super Bowl commercial arena for the launch of Skechers GOrun 2. This is the second year in a row that S&P has developed a Super Bowl spot for the footwear company, following their huge success in 2012 with media darling Mr. Quiggly, a sneaker-wearing French bulldog who sprinted past racing greyhounds and moonwalked his way to victory. That spot ultimately ranked as No. 3 on USA Today's highly-regarded consumer ad meter.
This year's Skechers commercial, titled "Chase," promises to be just as memorable and impactful a delivery as last year's success on the world's biggest advertising stage. It's the story of a hero. And like the story of a boy and his dog, the bond between man and gazelle has never been…well, sweeter. As an appetizer prior to the big reveal, Skechers launched a teaser clip of the spot on January 18th.
"Every time you watch a nature program, you wince at the sight of a cheetah taking down the little gazelle. Our commercial uses a runner and his shoes as a protector of the little guy who's getting picked on. There's an underdog tale going on here that is reminiscent of the story we told in a different way last year," says CEO and Chief Creative Officer Rob Siltanen. But will they be able to save the gazelle? Click the link below to find out.
"The most-liked spots on the Super Bowl typically involve animals and fun story telling. Our spot has these components plus product relevance—an advanced running shoe that helps you go fast," says Siltanen. "The Super Bowl isn't just the Super Bowl of football. It's truly the Super Bowl of advertising. A Harris poll showed that 45 percent of men and 65 percent of women watch the event as much for the commercials as for the game itself. As a brand you need to be respectful of this and give people a story that rewards them for paying attention. Brands that do this well are the ones that are rewarded with water cooler talk and media attention."
"Chase" made its official debut on Entertainment Tonight and is now available online and in social media outlets and will, of course, be seen on Super Bowl Sunday, Feb. 3rd, during the second quarter of the big game. Skechers will continue to run "Chase" well into the spring.
Agency: Siltanen & Partners Advertising, El Segundo, CA
CEO/Chief Creative Officer: Rob Siltanen
Partner/Creative Director: Joe Hemp
Creative Director: Rex Fish
Copywriters: Rex Fish, Rob Siltanen
Art Directors: Joe Hemp
Account Director: Anna Amador
Director of Broadcast Production: Maricela Rogers
Production Company: City of Angels Creative Enterprises - Executive Producer Jason Dennis
Director: Adam Toht
Editor: Lee Cowan
Studio Artist: Shirley Widyaningsih
Video Effects Company: The Saline Project
Animation Supervisors: Adam Toht and Ben Toht
Music: Apollo Studios - Executive Music Producer Koo Abuali, Composers Tim Buron and Raphael Reed, Producer Jason Brando.
About Siltanen & Partners Advertising
Siltanen & Partners is one of the fastest-growing independent, full-service advertising agencies in the United States. With a talented group of smart individuals comprising the team, S&P offers a wide array of creative and strategic services, as well as media planning and buying for its clients. The company also offers full print, broadcast, and digital production services. Founded in 1999, the agency has two offices in Southern California and its clients include Skechers, Panda Express Restaurants, Coldwell Banker Real Estate, Epson Printers, University of California Los Angeles and the Los Angeles YMCA. The agency motto "Creative work that works" is exemplified by its breakthrough yet highly effective ads that consistently generate interest and industry leading sales results.
About Rob Siltanen
Rob's work has been much-celebrated in his 25 years in the business. His accolades include Time's Commercial of the Year, Rolling Stone's Commercial of the Year, USA Today's Commercial of the Year, Adweek's Commercial of the Year, the Emmy award for Commercial of the Year, five commercials in the permanent collection at New York's Museum of Modern Art, and the winning of virtually every top advertising-industry honor, from Gold One Show to Gold Clio and two Grand Effie Awards, honoring the most affecting advertising in America. Rob and his imaginative work have been featured in articles by The New York Times, The Washington Post, USA Today, Fortune Magazine and The Wall Street Journal. He has also discussed his work on a variety of television programs, including Good Morning America and The Oprah Winfrey Show.
To view Skechers "Chase" click here: www.siltanen.com/super2013
SOURCE Siltanen & Partners Advertising