Skateboarding in Advertising
Skateboarding has been through many ups and downs in popularity over the past few years, but has constantly remained as a recreation associated with youth and freedom. Even with its debut at the Tokyo Olympics in 2021, its most recent spike in popularity peaked during the pandemic, as people looked to spend more time trying Outdoors Games and activities. Traditionally seen as an American sport, its adoption in the UK continues to grow and expand.
Why Skateboarding?
Skateboarding is a sport, art form, and means of recreation that many people love to participate in. Thanks to its creative and independent aspects, it can be done anywhere, without the need to interact with others.
Ever-growing in popularity, Skateboarders can be found in every corner of the world, appealing to people through its sense of community, freedom and creativity. Despite being considered an outsider sport, Skateboarding has profoundly influenced various unrelated things.
Due to the explosion in popularity of Skate Brands and culture in the fashion industry, many high-end or even just larger companies have joined in on the hype.
John Lewis
The Beginner | John Lewis & Partners | Christmas Ad 2022
The John Lewis Partnership is the UK’s largest employee owned business. Their Purpose promise is “Working in Partnership for a Happier World.” It is a deeply rooted and unshakable commitment that acts as their guide, inspires all their principles and influences every decision they make.
The latest John Lewis Christmas advert, called The Beginner, shows a middle-aged man learning how to Skateboard and having many failed attempts in the process.
In the final scene, we meet Ellie, a young teenager holding her Skateboard as she waits to enter her new foster home. The reason for the man's efforts become clear, as we realise he was trying to learn Skateboarding in order to connect with Ellie.
As the cost of living soars, some retailers have opted for less extravagant Christmas adverts. Claire Pointon, Customer Director said "The ethos of the ad is what you do matters most.
It’s very much the ethos of what you do with children, it’s what you do which matters most. It’s a story of kindness. It’s a very different tone for us but we’re very excited for the future." Which is an important message for everyone at Christmas as it shows that we are cared about, especially children in care who feel neglected and isolated.
Virgin Media
We’re better, connected – Skatergirl
Virgin Media positions itself as the fastest fibre broadband provider in the UK and launched an ad campaign at the start of the year February 2022, illustrating the power of the internet to inspire and using that inspiration to overcome fear.
‘Skatergirl’ follows the story of Aamira, a young Skater, befriended by a Skate crew, after a day at the park doesn’t go quite as planned. When Aamira falls off her Skateboard while attempting to ‘drop in’ to a Skate bowl, she is encouraged by a video sent to her by other Skaters telling her not to give up. Aamira is able to connect with these new friends both online and in real life, building friendships that gives her the confidence to try again and drop in.
Virgin Media O2 executive director of brand and marketing Simon Groves said “Our latest campaign shows just how integral the Internet is in inspiring us, connecting us, and helping us achieve our dreams, no matter what our background. It’s a story about exactly why we’re better connected. And as the UK’s fastest major broadband provider, Virgin Media provides the very best connectivity experience.”
Facebook launched a global ad campaign around the time of the Tokyo Summer Olympics that shows stories of how Facebook communities and technologies have helped bring together Skateboarders and Skateboarding fans from across the globe.
All the ads end with the tagline ‘We change the game when we find each other’, with the theme being how Facebook brings people together through their love of Skateboarding.
Facebook is taking the focus away from “likes” and steering the conversation back to the importance of community.
The four mini adverts are “Skate Nation Ghana” for Facebook Company
Facebook said “Skateboarding is a grassroots sport and culture, centred around connection and community. This work celebrates the authentic stories of Skaters using our platforms to find each other, broaden the culture, and push the sport forward.”
How to get started in Skateboarding?
Has advertising ever inspired you to take up Skateboarding? We advise going to a Skate shop as they can give you specifically catered advice on your first set up, or you can custom build your own personalised Skateboard setup. A higher quality set up will be safer, more reliable and easier to use. Always wear Skate Protection gear as you are probably going to fall.
