The campaign “Versus” created by Brian Peters (Gyro HSR-Chicago’s, President) was crafted to reach a highly refined audience of ATV owners and change their perception of Gator from being a chore helping farm and ranch tool to the industry’s fastest and most powerful recreational vehicle. The new Gator XUV is designed for the fun loving off-road, hunting, fishing and out-of-doors adventurist. Between the alpine trails of Mt. Hood National Forest outside of Portland, Oregon, and the country’s largest ATV adventure park in South Carolina, Director Adam Marton worked in tandem with Peters to execute the multi-state, documentary style production hosted by fly fishing legend Brian O’Keefe, the former “Ms. Kentucky,” and hundreds of “real people.”
The campaign successfully employed a proven demonstrative, testimonial production style and created a huge library of interviews from countless people who happened to already be enjoying a week on their ATVs in South Carolina. Marton says, “Each person test drove the Gator and then shared their honest post-ride reactions on camera. The Gators themselves, off road trails, mud bogs, drag strips and speed tracks were all pre-rigged with an array of High Definition cameras, jibs, and point-of-view systems. All of these cameras enabled InVision’s Editor Chris Steward to create a multifaceted collection of cinematic options of never seen before ATV and rider coverage. These shots clearly demonstrated the honest joy, surprise, and excitement Gator riders were feeling while they charged up hills, across rocks and through mud filled ruts.”
A Mount Hood, Oregon, film followed world renowned fly angler Brian O’Keefe and his buddy Rob Ezell across stunning mountain vistas and up tremendous hills to a top-secret fishing spot they would not have been able to reach in a day had it not been for Gator.
Peters, Steward, and Marton crafted an award winning campaign teaser and stories that enabled John Deere to reach their core consumers by delivering a completely relevant message and successfully changed minds in a very entertaining way.
Gyro HSR is the world’s largest business-to-business Advertising Agency that specializes in creating ideas that ignite business decisions in a numb world.
InVision Media is a full service post production company in Rosemont, Illinois.
AM Films is a Chicago documentary film production company that crafts advertising films and commercials that help sell out-of-doors products.