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LOS ANGELES — Zambezi, the advertising agency of record for Goleta, CA-based Teva is launching a new brand campaign featuring three :30 TV commercials, print, outdoor and web. This will be Teva’s second TV campaign ever (the client’s first spot was conceived and produced by Zambezi in 2007).
Shot in Vail, CO during the 2008 Teva Mountain Games, the brand campaign introduces the Teva athletes as “Freaks of Nature” and further positions the company as the irreverent performance brand — unique in the Outdoor category.
“Teva athletes are freaks of nature because they do incredible things in nature. It’s their playground, and they freak out in it. They aren’t looking for trophies or rivalries so it’s just them against the forces of nature. Water. Rock. Trails. Snow. They see it all as a challenge, and they push themselves to the limit. Freaks,” said Brian Ford, Creative Director and co-founder of Zambezi.
The :30 spots were shot on the state-of-the-art RED Camera at 120 frames per second to capture the kayakers, runners, mountain bikers — and even dogs — competing at the Teva Mountain Games. Throughout the fast-paced spots, taxonomic classifications highlight different athletes and sports.
The print campaign, photographed by Portland-based Chris Hornbecker, features Teva athletes in natural history museum-style dioramas to showcase the Freaks in their natural habitats.
“The Freaks of Nature campaign is a perfect expression of our brand,” said Jill Ireland, VP Global Marketing for Teva. “We wanted to highlight our athletes and the incredible feats they take on as well as their passion for the outdoors. Shooting this campaign at the Teva Mountain Games was also an opportunity for us to start showcasing this amazing event where athletes from around the world come and compete. The Teva Mountain Games is a gathering of Freaks of Nature!”
The TV commercials debut in July and August during the 2008 Teva Mountain Games on ABC (check local listings). The print, outdoor and online campaigns will launch in Spring 2009.
Zambezi is an independent, full-service, advertising, design, brand strategy and production company in Venice, CA. Clients include Teva, the Los Angeles Lakers, Comcast, the Portland Trail Blazers and Kobe Bryant. For more information about Zambezi, contact 310.450.6800 or visit http://www.zambezi-la.com/.