BMP DDB will this week launch a global television campaign for
boo.com, the internet sports and streetwear retailer.
Continuing the ’geek chic’ theme of the press campaign, the three spots
introduce a team of five stereotypical computer geeks.
They are all in the latest sportswear, courtesy of boo.com, but their
oufits have been put together with little regard for style.
The geeks are filmed taking part in sporting activities using a
hand-held camera while the reactions of stunned onlookers - unaware that
there is an advertising shoot taking place - are recorded
simultaneously.
First the motley crew is seen running around a city plaza, then
descending into a subway and, in the final execution, on a basketball
court.
All three commercials were directed by Roman Coppola, who was
responsible for the acclaimed video for Fat Boy Slim’s Praise You, which
earned him three MTV awards.
The ads were written and art directed by Jeremy Craigen and Joanna
Wenley.
They run on national television and in cinemas until the end of next
month with media planned and bought by BMP OMD.
Press ads, which have been running for three months, use similarly geeky
images, such as a jogger being sick into a wastebasket.
boo.com launches globally later this month. It stocks sportswear from a
list of well-known manufacturers and new ranges not yet available in the
shops.
