No B.S. Just Skiing

A great ski day should be simple: more time on the mountain and less getting in the way. This ski season, Arapahoe Basin (A-Basin) is embracing that idea with “No B.S. Just Skiing.” developed by its creative AOR, Cactus. The campaign consists of two :30 spots, Focus Group and Tickets, that feature a quirky, straight-talking spokesperson who brings A-Basin’s no-frills attitude to life from the base of the mountain.

The campaign builds upon a platform introduced last season, celebrating A-Basin as a mountain built around skiing, turning its “for the locals” feel into a point of pride for skiers who come for adventurous terrain and more time on the slopes.

In “Focus Group,” skiers are asked what they really want. Their wish list is simple: just skiing and snowboarding.

“Tickets” features A-Basin’s mustachioed spokesperson making a pitch for keeping things simple - including the commercial itself. That money is better spent on keeping ticket prices low.

Additional :15 vignettes, “Lift” and “Food & Beverage,” support the campaign, highlighting a short trip to the ski lifts and straightforward food options.
The work builds on a simple insight from Cactus’s research: after putting in the effort to plan and gear up for a day on the slopes, people want to feel that the skiing was worth it.
As A-Basin enters its 80th year, the campaign celebrates the mountain’s longstanding personality while giving skiers a reason to make it part of their plans early in the season.
The campaign rolls out today across TV, social, radio, and print.

“A-Basin is comfortable being exactly what it is, and that gives us a lot to work with,” said Ainslie Fortune, VP, Account Leadership & People at Cactus.“ There’s confidence in a brand that can laugh at its own advertising and trust that what it offers is enough. We wanted to bring that confidence to the work in a way that feels welcoming to anyone who loves to ski.”

“An 80th anniversary could easily become an exercise in nostalgia,” said Whitney Henceroth, Director of Marketing at Arapahoe Basin. “For us, it’s a chance to ask what people should still love about this mountain for decades to come. We want the next generation to find the same character, adventurous terrain, and commitment to putting skiing first. ‘No B.S. Just Skiing’ captures the ethos we want to carry forward.”