M&C Saatchi backed Ugly has released its first work since launching earlier this year.
Creative agency Ugly has released its first work since launching in April for surf and skate brand Ozmosis.
The ad taps into the internet trend of "fails" videos, showcasing a mixture of surfing and skating accidents. It introduces the tagline: “Show us your scars.”
Customers of Ozmosis will be able to go into any of Ozmosis’ 55 stores and show a scar, scrape or bruise to a staff member or upload a photo to social media with #PayWithPain to receive exclusive deals.
Backed by M&C Saatchi, Ugly was founded by former Anomaly Amsterdam CEO Hazelle Klønhammer, Whybin TBWA ECD Gary McCreadie and M&C Saatchi Sydney head of strategy Ross Berthinussen.
McCreadie says: “To connect with this audience we had to be real. Really real. You can’t just talk to this generation in the language of advertising, and expect them to do anything, it doesn’t work. You have to respect the things they respect and understand that their lives aren’t these utopian fairy-tales of driving their VW Combi up the coast, listening to Jack Johnson in a perpetual, golden dusk scenario.”
Klonhammer said: “Behind every brave campaign is a brave client. The retail environment is becoming an increasingly tough nut to crack, so it’s inspiring to see brands like Ozmosis shake things up.”
The campaign will run across a variety of youth and surf and skate focused media and in and around skate parks and shopping malls. It also includes an influencer outreach and partnership with surf content platform, Stab.
While Ugly is financially backed by M&C Saatchi, it does not fall in the group and is independently led.
Credits:
Creative – Ugly
Photography – Sabine Schwarz
Production Company – Chee Productions
Edit and Post Production – Carve and Stitch
Sound Design and Mix – Sonar
Media – Bohemia
PR and Influencer outreach – Hidden Characters
