Wearable tech just got a new spokesperson: a snowboarder with hoofs. In this global campaign for TomTom, promoting its first 4K Bandit action camera, a mountain goat ("Baaadass Billy") takes center stage. In this online film, after we seem him trying to upload his extreme sports photos in a log cabin, we see him skiing, snowboarding, parachuting and hang gliding, all wearing the TomTom Bandit. It's a silly but memorable idea that'll probably appeal to its target audience of extreme sports enthusiasts, with the voiceover straight out of the snowboarding fraternity.
The online campaign is by DDB & Tribal Worldwide, Amsterdam, which has also created a mobile site where people can find out more of Billy's backstory (apparently, his sponsors include "Goatify" and "Goatzilla"). A Facebook competition to win an action trip to Whistler, Canada, is also part of the campaign.