A new social campaign for The North Face's Vectiv running footwear juxtaposes trail running with off-road motor racing, making it more reminiscent of a car ad than your typical sneaker spot.
The spot, created by London agency Guerilla Creative, intersperses the motor racing scenes (a car revving up and traffic lights turning from red to green, for example) with a story of two runners tackling some "off-road" terrain of their own. The idea is that the runners were "built for the trail."
"Why tackle the terrain and give it all?" asks the voiceover. "Because this is what I'm built for."
The spot features spectacular scenery and was filmed in Portugal by director Francis Wallis of production company Familia.
"On a personal note, there was something about this project that had me hooked from the start—I’m into everything 'off-road' and, in particular, anything with a racing element to it," said Wallis in a statement. "From the racing metaphor to the energetic edit, I’m so proud of how each component of the film has come together to really drive home the idea that Vectiv runners are built differently—they’re built for the trail. It was also such a pleasure to actually film in the area of Portugal I grew up in, something that Guerrilla was totally on board with, which I’m really grateful for.”
The campaign is runinng on social media for the APAC region, including Hong Kong, Taiwan and mainland China.