Sometimes you don’t need an outsider to tell the story about your brand. At least that’s what folks at Sanuk USA LLC think.
The Irvine-based footwear company—whose name is pronounced “sa-nook”—gathered its staff on a Friday afternoon and filmed “The Book of Sanuk,” a “60-second animated joy ride that dives into the world of Sanuk and shows you what it truly means to be a part of this special brand.”
The TV spot combines stop-motion animation, miniature set design and live action to tell the story of the company’s beginning, its popular products, and its newest offering—the Cassius shoe.
“It’s not just an agency that we are throwing money at,” said Joey Maiocco, Sanuk’s creative/video director. “This has been a really collaborative process. … I literally sent out a mass email to the entire company this morning and said, ‘Come on by at 2:45 and you’re going to be in a commercial.’ That’s fun, that’s good stuff.”
Even Jeff Kelley, the company’s founder, got Maiocco’s memo—he can be seen holding up a sign that reads, “Free your Feet!”
The Book of Sanuk commercial is appearing on ESPN’s World of X Games, a deal put together by media agency Graffy Inc. in Cardiff-by-the-Sea.
“We pride ourselves on being authentic and unique in everything we do,” Tommy Campagne, Sanuk’s marketing manager, said in a press release. “In working with Graffy, we were able to identify a great opportunity with ESPN to engage both our current and future customers via our fun-filled brand commercial.”
Hyundai’s Musical Musings
Fountain Valley-based Hyundai Motor America Inc. posted a new ad about its 2015 Sonata, right about the same time the curtain went up on a redesigned version of the sedan at the New York International Auto Show.
The 60-second TV spot, created by Huntington Beach-based Innocean USA, plays off the car’s name, suggesting that its “elegant and intelligent design” and other details “perform together beautifully like a well-orchestrated symphony.”
“Make every day less everyday,” the narrator said as video footage shows the car in a sound booth.
Kaiser Selects Idea Hall
Costa Mesa-based Idea Hall has been selected as the advertising and public relations agency of record for Kaiser Permanente Orange County.
The deal marks the agency’s “first significant expansion into the healthcare sector,” according to Rebecca Hall, Idea Hall’s president and chief executive.
The agency’s primary work will involve communicating the hospital’s corporate initiatives, community involvement, and employees’ achievements, as well as emphasizing what the agency said is the hospital’s commitment to delivering the highest standard of member care.
“Between our members and staff, we have a diverse range of audiences that requires strategic, sophisticated communications across many different marketing channels,” John Stratman, Kaiser Permanente’s senior director of public affairs and brand communications, said in a news release. “Idea Hall’s proven track record in highly effective, community-oriented marketing and communications programs makes the firm an ideal partner to advance our brand in Orange County.”
The agency’s recent successful GO Purple campaign for the Alzheimer’s Association of Orange County was one of the points that tipped the scales in its favor during the competitive selection process, according to Hall. The Irvine-based nonprofit group, as a part of that campaign, illuminated several well-known landmarks across the county with purple-tinged spotlights in an effort to rally community support for those affected by dementia, Alzheimer’s and other conditions connected to memory loss.
The financial terms of the deal and incumbent agency were not disclosed.
Idea Hall’s roster of clients includes Sabal Financial Group LP, Irvine Company’s Office Properties, StorQuest Self Storage and Bixby Land Co.
Bits & Pieces
Cypress-based Vans Inc. asked its Twitter fans to come to the newly opened Huntington Beach Skate Park to be part of its Star Wars-themed commercial, along with professional skateboarder Steve Caballero and movie character Chewbacca. … Driven Public Relations in Costa Mesa will help San Francisco-based Mosi Bicycles launch its new Mode collection.
