Go fly a kite.

I have an idea

Everything starts as an idea.. In late august Colin Kennedy pitched an idea to Steve Berra at The Berrics (an indoor skatepark in Los Angeles ran by Steve Berra and Eric Koston). Colin Kennedy is a filmmaker in the skateboarding industry having worked for DVS shoes and recently has beginning work for The Berrics. The Berrics frequently hosts professional skateboarders for a vast collection of features on their website including : Abberican me, Bang yo self, Battle Commander, Depth of Field, Wednesdays with Reda and the list continues to grow (Found here: http://theberrics.com/features.html ). Not much of the idea was released in the beginning, just that it would have to do with Chaz ortiz and Gatorade, but most of the details are still there.

As seen in the video Chaz Ortiz and his sponsor Gatorade were chosen to be the highlight of the advertisement. Chaz Ortiz is an extremely consistent and talented skateboarder, recently proven in this years street league competition. Still not a lot of information was released until the actual advertisement had come out.

The advertisement was released on theberrics.com on September 10th and runs about five minutes long. In the beginning it emphasizes not only that Chaz is drinking gatorade but that a basketball player also has a bottle of gatorade in his bag. After arriving at school it is just another normal day consisting of class until released. Almost two minutes showing the progression of the day with time lapses and fast forwarding. Towards the three minute mark, Chaz looks to be sneaking out of class, finishing his gatorade and skating through the halls a little. He hits some of the benches and does some flat ground shit towards the exit. After exiting there is a nice transition with some band kids down this stair set that he back feebles next. The video ends with the basketball player coming back through the shot, Chaz backside feebling the rail on the set and getting picked up.

Within this they were trying to emphasize the normal day to day of even a professional skateboarder. With this I think they innovated the Plain-Folk sort of image to the fullest. Being released only online and going through the berrics I think was a great choice for a medium. People check for updates on the berrics daily, and I dont know of any skateboarder who has not yet heard of the berrics so I dont think there is a better place it could have been released. The target audience would be who you expect on the berrics, skateboarders

Its a lot more dramatic of a day in a life than usual. I think the tone is really set for the environment you might expect at a school with the music and the noises of jibber jabber and laughing/screaming. As he exits towards the first try banger on the rail, the tone is set again with the more chaotic drums, then returning to the sounds you might expect at a school. 

I really like the colaboration and idea behind the whole image that the ad creates, but I dont see how Gatorade has much to do with whats happening through the video. Im not sure if they use Gatorade because of the effects it has on performance or if they were the only ones willing to sponsor the ad. If it could be considered one? The "Go All Day" slogan at the end makes you believe that Gatorade will give you the power to perform all day and not be worn out, but throughout the video there is not brutal physical activity. I believe thats what they are hinting at in the video but I think I may be missing the benefit of Gatorade for four tricks in a thirty second period. I think the ad is a great piece of work but I dont agree that it could be a good seller for Gatorade. I think the berrics easily could have done this without the help of Gatorade and done more of a day in the life. (Heres what the berrics says they were trying to show http://theberrics.com/news/gatorade-chaz-ortiz.html)

This is my first attempt at a blog and in a sense an online review, so feel free to comment. I hope I could have effectively portrayed my view and my ideas on the subject.