Agency Network: 
October 2008

Yakuza-themed graphic novel.
A serialized crime/adventure storyline runs from ad to ad.
In the advertising, the stylized, black-and-gray floral patterns are from “Hanafuda” cards, used in oicho-kabu, a blackjack-like game popular among Yakuza.
No explanation of or for the story, nor of the clothing’s Yakuza references, is ever revealed. Over the course of the ski season, each ad will run once only, in storyline sequence.

Print advertisment created by Cultivator, United States for Spyder, within the category: Fashion.

Advertising Agency: Cultivator Advertising & Design, Denver, USA
Creative Director: Tim Abare
Copywriters: Tim Abare
Photographer: Dan Carr

Comments (8)

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white widow's picture
white widow
Activity Score 137

love the concept but i really dont like the art at all

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Typical ski/snowboarding gear advertising. All fluff. No meat.
Besides, what does Yakuza have ANYTHING to do with a ski-wear brand? If there's no explanation of/for the "story" whatsoever, does it then need to run in sequence? Again, the audience only sees an ad one, at, a, time! Keep that in mind. If an ad doesn't support a bigger overarching campaign concept, there's absolutely no cumulative effect as a whole.

You both need to get your pinky severed (at the first joint) with a tanto knife for this failure of a "campaign."

Guest commenter's picture
Guest commenter

I love nothing on this.

sloppy4's picture
Activity Score 1492

seems like an inside joke in the style of which has been done to death.

Dale's picture
Activity Score 370

"No explanation of or for the story, nor of the clothing’s Yakuza references, is ever revealed."

This is an exercise in an art director having fun. I know that a lot of snowboarding ads are just fluffy/edgy/look-at-how-cool-we-are visuals, but that's even more reason to not go in that direction. Is there anything in this 'series' that couldn't be translated directly to the competitors with a simple switch of product shot and logo?

It's wonderful that you have an in depth knowledge of Yakuza card games but that hardly seems relevant. The plot has been lost; who is your target market here? Japanese gangsters on a snowboarding holiday in Colorado? I think this is an example of a nicely designed and extremely ill thought out campaign. At the end of the day, do you really think this is going to sell Spyder's products?

- Commenting in all caps with poor spelling and grammar is so done before -

- The only thing more rare than a good ad is a good guest comment -

STRTLRS's picture
Activity Score 1601

My five-year-old niece can put better ads together than these using nothing but Mario Paint. This is just plain ugly. You think you can get away with downloading tired silhouettes from Vecteezy and slapping them on a layout with bad photography, logo and type, and then call it an ad? And what's with the bizarre references to Yazuka or Yoshimitsu or whatever? This should have never been published. Keep cultivating.

I think, therefore... yeah.

icanthink's picture
Activity Score 270

bad art.

rwabels's picture
Activity Score 51

This is as weak as it gets. Can't believe a quality brand like Spyder would buy-in to a gimmicky idea that doesn't work and is poorly executed.