Fred Raillard and Farid Mokart-the expatriated French creative team better known as Fred & Farid, who are now doing weird things at Goodby Silverstein in San Francisco-have a second Pony print campaign to their credit, and you can bet it's twisted. Again shot by Sacha Waldman, say hello to the "Pony Family." Yup, Daddy, Mommy and Baby. "Pony has always been controversial," claim the slightly demented duo. "It's in the DNA of this brand. We just want it to become 'sports controversial.' We believe this new positioning is the most relevant thing we can do with this brand, considering that we can't really fight against Nike or adidas on their communications territory. They're way more credible in sports than Pony is at the moment. This new 'anti-sports' or 'sports-irreverent' positioning is a good way to break the codes of this market and be noticed by the consumers. Pony wants to play with the idea of sports, to play with the institution-with humor, self-derision and a charming distance from its subject."
Client: Pony Agency: Goodby, Silverstein & Partners CD: Rich Silverstein CWs/ADs: Fred & Farid Photographer: Sacha Waldman