As the fresh climbing company So iLL’s new commercial shows, the brand goes beyond the expected. Nowhere do we see Chris Sharma’s muscular back in a dynamo leap for a jug. Nor do we see gym rats monkeying up an inverted overhanging route.
This commercial features an ultra-stylized, superbowlesque narrative of a guard in a booth coming up with an inventive solution to halt parking lot poachers.
From the video, we get a sense of their creative holds, like the tiny-bubbled sloper they call the Big-Roid. We see the ultra-bomber urethane is tough enough to get run over by a limo, but even more than a product spot, or a typical climbing ad, we get an inside look into the creative mindset of this unique brand.
It’s hard to imagine another climbing company that’s got the creative cojones to run an ad that doesn’t even show a climber, but then again, So iLL isn’t like any other brand.
The unexpected is what we now expect from them.