PacSun, with help from a dozen action sports brands, is launching a national advertising campaign with the tagline “Dress Irresponsibly.”
I saw a preview of an early mockup of a commercial at PacSun headquarters a few weeks ago, and it is pretty unique. The commercial mixes fashion shots with action sports sequences set to Frank Sinatra’s “Call Me Irresponsible.”
The song definitely catches one’s attention because it’s incongruous with action sports and teens. The action sports sequences were around the irresponsible theme as well and not reminiscent of typical action shots in magazines.
I haven’t seen the final version however.
Brands participating include Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O’Neill, Billabong and Element.
About 20 athletes are featured including Rob Machado, Bucky Lasek, Chris Pfanner, Nick Dompierre, Levi Brown and Ryan Dungey.
The campaign highlights summer and back to school styles and ads will appear on television, print and digital platforms.
The TV commercials are directed by So Me of Ed Banger Records.
See Page 2 for the official press release.
Here’s the official press release below:
PacSun Brings The Top Actions Sports Brands Together for Dress Irresponsibly Campaign
Anaheim, Calif. (April 12, 2011) – PacSun has brought together 12 of the top action sports brands for a one-of-a-kind multi media campaign under the banner “Dress Irresponsibly.” Dress Irresponsibly is all about the outward expression of attitude through our own individual styles.
With their unique leadership role in the industry, only PacSun could unite the most prestigious talent from brands like Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O’Neill, Billabong and Element. The campaign launching April 12 features the top action sports athletes, musicians and artists in the world including Rob Machado, Bucky Lasek, Chris Pfanner, Ryan Dungey, IamOMNI and Jeff McMillan.
Directed by world-renowned director So Me of Ed Banger fame, the Dress Irresponsibly TV commercials feature a mix of the hottest Summer and Back to School styles in a creative, action-filled montage that captures the soul behind dressing irresponsibly. In contrast to what might be expected in the action sports world, the films are set to the Frank Sinatra classic, “Call Me Irresponsible.”
“This multi-faceted campaign is a first for PacSun and for the action sports industry,” said Gary Schoenfeld, Chief Executive Officer, PacSun. “The juxtaposition of 20 action sports athletes representing the best skate, surf and motocross brands combined with the unsurpassed style of Frank Sinatra speaks to the unique sense of style and individuality that is the cornerstone of action sports and our brand PacSun.”
“By showcasing the best brands across TV, print and digital media, we are furthering PacSun’s 30-year leadership position with our core enthusiasts and at the same time bringing in new customers to our world of authentic California lifestyle,” he added. “Dress irresponsibly is about enjoying life, friends and embracing one’s own sense of style.”
Additionally, fans of PacSun will be able to check out exclusive behind-the-scenes footage from the campaign shoot and will be invited to participate in special PacSun “Style Challenges” on Facebook. The challenges ask fans to show off how they rock their most unique creative looks for rewards in store and online.
Stay tuned for details by visiting pacsun.com. Become a fan at facebook.com/pacsun or follow them on Twitter at twitter.com/pacsun.
About Pacific Sunwear of California, Inc.
Pacific Sunwear of California, Inc. and its subsidiaries (collectively, the “Company”) is a leading specialty retailer rooted in the action sports, fashion and music influences of the California lifestyle. The Company sells a combination of branded and proprietary casual apparel, accessories and footwear designed to appeal to teens and young adults. As of April 11, 2011, the Company operates 828 stores in 50 states and Puerto Rico. PacSun’s website address is www.PacSun.com.
