An adrenaline-fuelled anthem ad fronts Oakley’s April ‘See It In Prizm’ campaign which features an impressive team of athlete ambassador demonstrate the brand’s sports eyewear credentials.
The initiative is led by an epic hero commercial, developed in harness with creative agency AKQA Paris, shot in six countries and featuring an impressive and wide ranging sports star roster who all use Oakley glasses for everything from performance and protection to just looking cool.
Among the more notable names in the spot are New York Yankees outfielder Aaron Judge, NFL quarterback and 2018 MVP Patrick Mahomes II, Moto GP legend Valentino Rossi and tri-athlete Jan Frodeno, while some of the more intriguing endorsers include surfers Sage Erickson and Julian Wilson, skateboarder Ryan Sheckler, mountain biker Jackson Goldstone, stuntman and skydiver Mike Escamilia and trick rider Matt Reyes
All are depicted in action in order to demonstrate that wearing Oakley’s helps provide the confidence to be more than you thought you ever could be.
The product innovation at the heart of the campaign is Oakley’s Prizm lens tech: which the brand claims ‘fine-tunes individual colors to enhance details for an optimized viewing experience’.
The spot is amplified across the usual digital platforms and social channels and features the endline: ‘See a brighter, colourful, distraction free world. See it in PRIZM’.
It also sees many of the athlete ambassadors spread the creative via their own personal platforms.
I see my next challenge!I see it in PRIZM. What do you see? #OakleyPrizm #OneObsession @oakley pic.twitter.com/Y3Boe7nKyg
— Sebastien Toutant (@SebToots) April 19, 2019
I see good challenges ahead! I see it in PRIZM. What do you see? @oakley #OakleyPrizm #OneObsession pic.twitter.com/gLb6AAGNge
— Ryan Sheckler (@RyanSheckler) April 18, 2019
“’See It in Prizm,’ the evolution of our One Obsession platform, is an incredibly powerful message,” says Oakley global marketing director Ben Goss.
“The passion of athletes–from professionals to the everyday amateurs–is what fuels our brand and product design. The campaign is built to harness that passion and celebrate how Oakley is a part of inspiring and enabling people who relentlessly pursue their obsessions.”
Yet, despite the production claims and Oakley’s belief that the Prizm lense allows athletes see details that would be missed with the naked eye, the core ffocus of the campaign aims to focus less on Prizm as enhanced tech and more on Oakley as a lifestyle of passion and ambition.
“I’m proud to be a part of the Oakley campaign, alongside athletes that I’ve watched and admired for years,” said NFL star Mahomes at the event launch.
“Being able to share what sport and performance means to me is important and this gives me a platform to do so. Hopefully my story can inspire others to pursue their obsessions and achieve more than they thought possible.”
Comment:
This is a soaring, action-packed spot that aims to ensure Oakley sits alongside the likes of Nike and Under Armour when it comes to epic multi-sport creative and it sfront of mind when it comes to athletic eyewear preference.
Links:
Oakley
http://www.oakley.com/seeitinprizm
https://www.youtube.com/user/oakley
https://www.instagram.com/oakley/
AKQA Paris
https://www.akqa.com/studios/paris/
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