Who: BRP (Bombardier Recreational Products), with The Hive for strategy and creative; Anthem for production (directed by David Poulin); Touché for media.
What: A new campaign that spotlights the different reasons and motivations behind people’s love for their Sea-Doos. It resides on the brand's long-running “Live The Sea-Doo Life” platform, but it’s the first work from The Hive.
What: A new campaign that spotlights the different reasons and motivations behind people’s love for their Sea-Doos. It resides on the brand's long-running “Live The Sea-Doo Life” platform, but it’s the first work from The Hive.
When & Where: The campaign debuts during the Canadian Super Bowl telecast. It’s anchored by an anthemic :60, with cutdowns and supporting print, out-of-home, and retail assets.
Why: If living the Sea-Doo life is about the possibilities BRP can provide for fun and adventure on the open water, this campaign dives deeper into what motivates those who seek those aquatic adventures.
When The Hive proposed the “rider focus” for this campaign, BRP was immediately interested, said Simon Cazelais, vice-president, global brand strategy and innovation. “Demonstrating the emotions our products generate and showing the depth and range of experiences the Sea-Doo life can unlock for families, pure hard-core enthusiasts or casual weekend adventurers was key for us.”
How: The ad consists of a fast-moving montage of Sea-Doo scenes and settings—from suntanning on a gently drifting pontoon boat, to stunt riding over big waves; from racing across bright blue tropical waters, to slowly cruising among floating chunks of ice in calm bay at the bottom of a glacier.
But the real storytelling comes from the narrator, who shares a poetic ode to those who are drawn to the open waters, and connects their passion for life to what Sea-Doo has to offer. “For some, it is a journey to the edge. For others, it’s a pursuit of a mind at peace,” he says. “Through decades, wave after wave of passing time. Sea-Doo has remained here, making each ride a story. Because life is unscripted.”
“When we were crafting these stories…we wanted to capture the pulse of life that means so much to our riders,” said Sacha Ouimet, ECD at The Hive. “What makes them so unique and connected to Sea-Doo is just like water, they all exist to be in constant movement.”
And we quote: “Our creative team’s foresight to not just show the Sea-Doo life, but provide a peek inside it’s motivation, was a powerful twist to an established platform.” — Dustin Rideout, chief strategy officer, The Hive
