Reebok International Ltd.: Life Is Short. Play Hard campaign
William D. BaueOverview
At first athlete Patrick de Gayerdon "sky surfed" just for fun, strapping a snowboard to his feet to ride wind currents while free falling from an airplane before pulling the rip cord of his parachute. But then a friend made a rough videotape of the thrilling jump, which the friend passed along to an acquaintance who worked for Reebok. Reebok loved the tape and immediately contacted its ad agency, Chiat/Day/Mojo, New York, asking the agency to transform the idea into a commercial. The death-defying nature of the...