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"Ski" ads - They Don't Get It

post #1 of 21
Thread Starter 
Have you ever checked out "ski" ads by car rental companies (for example) in ski magazines? You've gotta look twice.

The "models" are wearing day-glo jump suits from the 80's, with big hair, white boots and straight skis - and those are the guys.

It looks like the ad execs went to a photo provider saying "we need awesome skiers" and presto - you have a very cool ad - for 1983.

If they didn't catch the changes in equipment, and clothing, at least they should have honed-in on the mullets.

Looks like it's time for all of us to consult, and save the car industry from embarrassing themselves in front the audience they're trying to impress.
post #2 of 21
The mullet (also known in france as the 'dutch soccer player hairdo') is fortunately out dated here, even in lousy commercials. Agencies are more into snowboarders. Doing impossible jumps, or precisely, impossible receptions on flat ground...
Check the flash ad on the BMW french BMW site http://www.bmw.fr/, for the new S3 Touring....
post #3 of 21
I think a lot of people still visualise "good skiing" as the legs clamped together sliding you saw in the 80s. Men especially! They love it.
post #4 of 21
Apparantly too many ad execs only skiing experience was falling off stools @ "Mahogany Ridge"
post #5 of 21
In the light of some of the musical preferences previously expressed on Epic, I am surprised that there is even awareness of the distinctive 'mullet' hairstyle.


I cannot imagine that too many male posters on Epic sport 'Hoxton fins' or other trendy, gelled styles.
post #6 of 21
I like the airbrushed ski graphics, myself. Phil can always figure out what they are, tho.

post #7 of 21
Those old stock photos are very inexpensive.
post #8 of 21
I'm no marketing whiz, but it seems like "ski marketing" by non-skiing companies is either the ancient day-glo 80's stuff or in-your-face "X" style.

Then again, they've got us talking about the ads, so they can't be completely wrong.

Advertising and marketing in general has become so pervasive I hardly notice much of it anymore. Even the stuff I notice doesn't influence me much...I value a personal recommendation more than a glitzy or clever ad campaign.
post #9 of 21
How about the Hertz print ads where they show a couple of oblivious yuppies parking their rental right at the lift (or ON the X-country trail). These are all over the airline in-flight magazines these days.

Now if they had "Rent from Hertz, get Priority Paid Rip-off Parking at the resort" as a benefit, maybe that would make sense
post #10 of 21
Quote:
Originally Posted by Captain_Strato
The "models" are wearing day-glo jump suits from the 80's, with big hair, white boots and straight skis - and those are the guys.

It looks like the ad execs went to a photo provider saying "we need awesome skiers" and presto - you have a very cool ad - for 1983.

If they didn't catch the changes in equipment, and clothing, at least they should have honed-in on the mullets.
LOL LOL LOL !!!!!!!

My current favorite is the Jeep ad with the snowboarder wearing a yellow ski jacket and tightish black ski pants carving on a flat peice of "snow" with nothing resembling a ski resort in sight - neither does it even "look" backcountry. If you look close, it looks like there is a PSIA badge or something of the sort on the sleeve of the jacket!

They really know how to alienate some clients with a fair amount of money to spend!

Car companies and rental companies by and large TOTALLY miss us.

LOL!
post #11 of 21
I like the new Jeep ad that shows the kids in the backseat looking at sharks swimming above them, then pans out to show the truck DRIVING OUT OF THE OCEAN. At least the old Jeep ads kept the exaggerated abilities on terra firma.

I can't wait for the first lawsuit stemming from someone trying to drive from Long Island to France! :
post #12 of 21
There were some fantastic ads for Visa some years back, stuck above the ski racks at Keystone. They were beautifully shot in black and white and very well composed - very arty. One read "use it for lessons" and the picture was a skiier all hung up in the orange netting. The other said "use it for lift tickets" and showed 2 boarders standing with their boards (from the back) with their thumbs out at a groomer chomping past.
Great ads.
post #13 of 21
. . . or, the ad agencies know pretty much what they want to accomplish.
post #14 of 21
Thread Starter 
Quote:
Originally Posted by oboe
. . . or, the ad agencies know pretty much what they want to accomplish.
If you saw the ads I'm referring to, I doubt you'd come to that conclusion. Remember, these ads were placed in ski-specific magazines. They're laughable in way that doesn't help the advertiser.

Loss of credibility doesn't enhance the message, or connect with your audience.
post #15 of 21
Quote:
Originally Posted by Captain_Strato
If you saw the ads I'm referring to, I doubt you'd come to that conclusion. Remember, these ads were placed in ski-specific magazines. They're laughable in way that doesn't help the advertiser.

Loss of credibility doesn't enhance the message, or connect with your audience.
Yes, I believe I know what ads you're talking about, and I still might be right.

What do you think the advertiser is trying to accomplish?
post #16 of 21
I can't believe the editors, even in the ad department didn't catch these ads and alerted the advertising agency of the inappropriate content.

Unless no one at the ski magazines knows anyting about skiing...but then, I have not bought or even looked at a commercial ski magazine in many years...just my experience of having worked for 35 years as a photographer at a large newspaper and our ad dept. was very savvy.

....Ott
post #17 of 21
Latchigo: I cannot imagine that too many male posters on Epic sport 'Hoxton fins' or other trendy, gelled styles.

News Flash: the silly fin made the top of the list for the the worst hair style in one of the men's magazines I was browsing through. So much for being trendy.
post #18 of 21
Thread Starter 
Quote:
Originally Posted by oboe
What do you think the advertiser is trying to accomplish?
Rule #1: Get Noticed
Rule #2: Communicate

Rule #1 was satisfied. Rule #2, I feel, wasn't.

If these guys are ultra-savvy, it's possible they purposely ordered outdated stock photots in order to surprise people, and get attention. A "shock and awe" campagin. The risk: you appear out-of-touch, goofy and lacking in credibility.

More likely, these guys are out-of-touch, goofy, and lack credibility.
post #19 of 21
You guys are ignoring the huge success of VH1's "I love the '80's".
post #20 of 21
Take a look at the K2 ad in the September issue of Ski Mag. They would like you to beleive that they are still made on Vashon Island.
post #21 of 21
Quote:
Originally Posted by ssh
Phil can always figure out what they are, tho.
Yes, yes I can.
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