Synopsis

”Vivid Performance” is a humorous ”inside baseball”-style meta documentary about a marketing campaign production gone, if not awry, at least not that well. The campaign in question is for the RockShox MY24 VIVID rear shock.

An actor tasked with explaining VIVID’s robustness and unparalleled trail performance keeps fluffing his lines by forgetting the crucial word ”performance.” Asked by the director to envision what the word ”performance” sounds like, the actor starts making the noises popping up in his head of mountain bikers shredding through the trail.

Client

RockShox

RockShox is a venerable mountain bike brand and one of the best shock developers in the business. We were hired by them to provide guidance on product launches, from creative strategy to ad and branded content production. Much of RockShox's downstream internal campaign work comes from Sabertooth scripts. 

The RockShox MY24 VIVID ads speak to the design goals of reliable design and performance and how the shock's attributes define modern mountain biking trail performance. While the ads emphasize our protagonists cleverly serving up product details, the dialogue is informative and humorous and reflects modern sensibilities around irony and discourse within the core audience.

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Impact

Our aim was to shift the RockShox narrative around mountain bike suspension and shock advertising from athletes descending at breakneck speeds to clever dramatization of product features through humor and characters. That venture paid off with a great audience and press response.