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Sport Chek has launched a new series of TV spots that utilize super slow motion as part of the sports retailer’s continuing “Power of Sport” branding initiative.
The five 15-second “In the Zone” spots, from Calgary’s Venture Communications, show athletes in different sports as they strive to find their own path to the zone.
The first two ads, showing a soccer player and a runner, began airing on TSN on Thursday and will run during CFL games.
Other spots, featuring a skier, snow boarder and hockey player, will be introduced during the appropriate seasons, said David Haughton, manager of corporate marketing for Calgary-based Sport Chek, a subsidiary of the Forzani Group.
Shot at 1,200 frames per second, the slow motion spots show the minutest of details, like muscles flexing and contracting and water droplets kicked up from the road by a runner’s feet. The soccer spot shows a female skillfully flipping the ball up over an opponent, while soft music plays and a gentle voice over says: “When you’re in the Zone, you feel like you can do anything, and your game goes to a level that turns opponents into witnesses.” Each spot ends with the tag line: “People take a lot of different paths to get to the zone, but many of those paths have the same starting point,” and then the Sport Chek logo appears on the screen.
“It’s an awesome campaign, very well written, almost poetic,” said Haughton. “This is just the early days of this campaign. We haven’t taken it to the level where it will go.”
