ESPN's X Games Go Hollywood

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The X Games meet Hef in L.A.
The ninth annual ESPN X Games will take place in Los Angeles next month, and a new ad campaign has fun with the idea of Xtreme sports in Tinsel Town. In one spot, for example, we see skateboarder Bob Burnquist shredding in an empty swimming pool, until he's interrupted by the pool's owner: Hugh Hefner with a pair of bunnies in tow. The three spot campaign -- which breaks tomorrow -- was conceived by L.A. agency Ground Zero and shot by Shanghai Knights director David Dobkin in his first work since signing with Go Film for spots last month.

In the other spots we see extreme motorcyclist Kenny Bartram perform an outrageous stunt only to see actor Luke Perry get the credit, while BMX star Dave Mirra puts his skills to the test on a ramp devised by a gang of low-riding teens.

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