GoPro is not a brand you'd immediately associate with mindfulness, but living in the moment is the key thrust behind the wearable tech brand's new global campaign. The company's first scripted spot (it has previously relied on user-generated content) urges us: "Don't stop what you're doing to capture what you're doing," as we see people holding their phones to film amazing scenery, friends doing exciting stuff or their kids playing.
The message is that with GoPro's devices, you can enjoy what you're doing AND capture it on film without having to think about it. With this, the brand aims to reach out to a wider audience than its core buyers for the first time with the campaign.
The ad showcases new GoPro products such as its new cloud-connected HERO5 cameras, and will air in the UK, Australia, Korea, Germany and France as well as on U.S. TV, where it launched last night. It was created in-house at GoPro, although the company has been supported by work with Goodby, Silverstein & Partners. According to a spokesperson, while Goodby didn't directly work on the spot, its insight was a "catalyst for considering moving into scripted spots."
The advertising departs from the fresh, in-the-moment approach of GoPro's previous films, largely user-generated efforts that showed the unusual events GoPro could capture -- like a fireman saving a kitten or a stuntman's jump off a Chicago rooftop. The new spot feels more in line with the feel-good, "human" sensibility that's been the go-to approach for tech marketers in recent years, and it will be interesting to see if it's able to help stave off the brand's current stock dive in the market.