Hurley International LLC, a Costa Mesa-based action-sports apparel brand, introduced its Phantom JJF Elite boardshorts with a one-minute spot titled “Power in Motion.”
The video shifts back and forth between footage of Hawaiian surfer John John Florence and digital animation showing the stitching coming together on the boardshorts. The sky is colored dark orange, and the ocean is gray, mimicking the product’s colors.
“John John’s style had a massive impact on our design,” Hurley Creative Director Ryan Hurley, son of the brand’s founder, said in a news release. “His style is powerful, natural, dynamic, completely unapologetic; and he does all these things in the most diverse environment. What we’re beginning to do is adapt our product solutions and engineer them to his exact specifications.”
The animation for the ad was created by Mono in Warsaw, Poland. Hurley, a subsidiary of Nike Inc., spent $701,000 on media placements last year.
Golf Pros
Hyundai Motor America Inc.’s shiny new headquarters and its executives starred in an ad promoting the 2015 Hyundai Tournament of Champions.
The one-minute spot showed David Matathia, the automaker’s director of marketing and communications, challenging himself to land a golf ball into a coffee mug as Hyundai President and Chief Executive Dave Zuchowski makes a shot into someone else’s cup of joe.
Trea Reedy, senior group manager of experiential, appears less ambitious, aiming for an open trunk in the 500,000-square-foot building’s parking lot.
The tournament, a PGA Tour stop, will be from Jan. 9 to 12 in Kapalua, Hawaii. It will be Hyundai’s fifth consecutive year as title sponsor of the event.
True to This: No. 3
Volcom Inc. released “The Chill Wave,” the third installment of its ongoing True To This video series. The five-minute spot features skateboarder Louie Lopez, surfer Ozzie Wright, artist Skullphone, snowboarder Pat Moore and DJ Fat Tony as they talk about “what keeps them true.”
The skate and surf apparel manufacturer released the inaugural, “True To This: The Spiritual Intoxication” video in July as it announced a new vision for the brand based on “what we are for instead of what we are against.”
The second installment, “The Cushiony Dimension,” came on Sept. 29, highlighting skateboarder Dane Burmen, surfer Ryan Burch, artists Travis Millard and Gemma O’Brien, and snowboarder Bryan Iguchi.
All three videos are on the brand’s YouTube channel and on its campaign website, truetothis.volcom.com. Volcom plans to release the fourth video next month, followed by a fifth in March.
Bits & Pieces
Santa Ana-based DGWB Advertising & Communications received the PRSA Prism award in the reputation/brand management category for the Chicken of the Sea International campaign. … Ingram Micro Inc. in Santa Ana was named Global Collaboration Midmarket Distributor of the Year by Cisco. … The La Cañada Flintridge City Council hired communications firm Tripepi Smith and Associates in Tustin to help bolster its social media presence. … Yamaha Motor Corp. U.S.A. in Cypress launched an e-commerce website, www.shopyamaha.com. … Deutsch LA, the lead creative agency for Irvine-based Taco Bell Corp., took over digital creative duties for the fast-food chain from Digitas in San Francisco. … Grupo Gallegos in Huntington Beach was recognized as the “Best Independent US Hispanic Agency” at the 2014 El Ojo de Iberoamérica festival of creativity, held last month in Buenos Aires, Argentina.
