Are taxis shaping up to be the vending machines of 2015? First we had Taxi Stockholm offering to take customers on an international roadtrip in one of their cabs. And now The North Face is up to something similar, except this stunt involved asking Manhattan-ites to drop any plans they had for that day (like, go to work) and take part in an unexpected outdoorsy adventure. The so-called "#See For Yourself Cab" roamed the streets of New York, and when passengers hailed it they were shown a video offering them the opportunity to drop everything for the entire day.
The adventures included surfing in the Rockaways, mountain biking in the Catskills and even kayaking in Utah (that trip took a whole five days,we're told, including camping and overnighting). They were filmed and used in a TV ad for the brand as well as this online video, which comes across as having an uplifting "Carpe Diem" message. It was created by Ace Content, and directed by Adam Donald via Decon.
The stunt is part of The North Face's largest brand campaign in history. which includes an inspiring, anthemic spot created out of Mekanism and set to a cover of Woody Guthrie's "My Land Is Your Land" by My Morning Jacket.