NEWS
Sukle Says GoLite
Sukle Advertising & Design, Denver just finished up a new campaign for GoLite, highlighting the company's Spring/Summer ‘11 trail running, hiking and travel apparel. The images were shot by Jamie Kripke of Boulder. Here's what they had to say about the campaign.
"Since its beginning, GoLite has been all about lightweight gear made for the trail. Whether it’s an after-work out-the-backdoor loop, backpacking the Colorado Trail or connecting the dots on an overseas adventure – the more time we spend on the trail, the better we feel.
The insight for this campaign is about choices. The choices we make determine how much time we have for the trail. Do I choose to watch some reality TV or do I get off my ass and go for a run? Do I pack the blow-dryer, the curling iron, the straightener AND the krimper? [Or GoLite?]"
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Really digging this campaign. Clean, simple, killer concept, and great photography. Big ups Sukle.
Very cool work. Although I kept wondering, what is "therefore" in response to?
Ah, the dated "cross-out-the-bad-way-of-doing-things" line and replace with a "good-way-to-do-things" line. What is this, the 80s? They should just add paper cut-outs on top. ZING!
I'm not feeling the copy...I have to agree with inorganik and anonymous. The images are wonderful but the copy leaves me feeling like this is outdated and just...off.
I agree with inorganik. The first "therefore" is confusing, even after reading The Egotist's setup. This stuff seems kinda sloppy. Not the usual, "clean as a whistle" stuff we see from Sukle.
Mike, et al. - nice job guys - really good looking. Regardless of the copy debate, you definitely read the lines and get the message. Did you guys do the site too? The copy there might work a little better - I like that it's about a personal point of view and not necessarily bashing other things.
http://www.golite.com/main/home.aspx for those of you who haven't partaken.
Regardless, good for you.
Copy. Simple Descartes rationale. A philosophical approach to advertising. Nice and cheeky. I like it.
On the website: those home page images might be the worst ever web images. Is the compression set to 5%?
Did the train hit the guy standing there? Or is he a leper?
not interesting
not compelling
not memorable
and not Sukle's fault.
Seriously though. For a bit player in the outdoor industry, maybe you could shake it up a little. Be a little provocative eh?
Stop foolin' yourselves; these ads are entirely vanilla.
I like the concept, but I agree that the copy seems off. Why not trim it down to the essential choice:
Go Home -------- GoLite
Go Back -------- GoLite
Go Easy -------- GoLite
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