The “Skywinder” campaign
shows how easy it is
to load EGO’s new
string trimmer
while skydiving
at 29,000 feet
Note to Tom Cruise: Please understand that Vinny Warren and the team at The Escape Pod are now fully ready to join the next Mission Impossible with their latest stunt.
As I watched the new death-defying :60-second spot for the launch of EGO Power+ campaign, all I could think of was please let me get through this without vomiting. Not from the creative, I love it. I’m just scared of heights. Especially when the heights include skydiving with a string trimmer.
If you’re not familiar with the EGO Power line it includes lawnmowers, trimmers, blowers and chainsaws – all powered by the industry’s most advanced and #1 rated, Lithium Ion battery platform to deliver long-lasting, quick-charging, clean-energy power. According to Joe Turoff, Chief Marketing Officer at Chervon, EGO’s parent company, the new EGO powerload String Trimmer features features a patent pending, automatic-winding design so there is no more hassle loading line by hand.
A user simply needs to feed the line, straight through the head, and press a button.
Enter Escape Pod, a shop that has the guts to put what they’re marketing to the test. The spot titled “Skywinder” is no different. The campaign brings the product’s point of difference to the forefront through a cinematic idea that takes the trimmer out of the lawn (a category convention) and into the air.
Rather than simply telling consumers about the product benefits, the goal was to prove it, showing the ease of loading the tool under an extremely time-pressured and challenging situation—while skydiving from thousands of feet in the air with wind speed above 120 miles per hour. Watch the TVC directed by Shane Valdes of 13th Floor Productions below:
SKYWINDER BY THE ESCAPE POD FOR EGO
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I feel queasy.
“One of the biggest pain points consumers experience when using string trimmers of any type is manually reloading the line,” Turoff explained to Reel Chicago. He added, “So our challenge was: how do you communicate these benefits in a way that catches attention and breaks through to consumers.”
Vinny Warren, Escape Pod’s ECD, had this to say to Reel Chicago, ““EGO’s brand promise is ‘Power Beyond Belief’ and their line-loading innovation is a game-changer in the industry. Rather than simply telling consumers about the product benefits, our goal was to prove it, showing the ease of loading the tool under an extremely time-pressured and challenging situation—while skydiving from thousands of feet in the air with wind speed above 120 miles per hour.”
The ad will run on TV, digital and EGO’s owned social channels. Don’t miss it. It’s a great one and that’s why it’s REEL AD OF THE WEEK.
CREDITS
CLIENT: EGO Power+
Agency: The Escape Pod
Director: Shane Valdes/13th Floor Productions
Line Producer: Norm Reiss
Executive Producer: Kent Kwiatt
Executive Creative Director: Vinny Warren
Associate Creative Director: David Harper
Writer: John Wrend
Editor: Colin Santangelo/Gravity Well
Post Production Supervisor: Becca Sita
Music: Shindig LA
Audio: Noisefloor
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
