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brian turley
Ski Utah The Greatest Snow on Earth (TV Commercial)
Why Utah has the Greatest Snow on Earth
Opportunity: Why do people choose one ski resort over another? We observed that weather has alot to do with it. Utah's arid climate is its strength and a key way to differentiate it from competing tourist ski states.
Strategy: Communicate Utah's unique powder conditions due the arid and dry climate we enjoy.
Creative Execution: We decided to take stormy, humid conditions and contrast them with dry arid Utah weather conditions to communicate why Utah is the Greatest Snow on Earth.
TV Commercial Story Board
By using our bad weather strategy we told the story of a young 12 year old boy who walked into the ski shop one snowy evening and found a table of snow globes.
The boy picks up three snow globes. As he picks up the first globe he is transported into the stormy weather and the fog is as thick as pea soup. He almost runs into a tree and suddenly is pulled out of his day dream back to the ski shop.
He picks up the second globe that transports him to a humid environment where he loses control of his skis, but pulls himself back to the ski shop.
Finally, on the third globe, clearly marked as a Ski Utah globe he is transported to a cool crisp winters morning and he easily slices through the dry powder.
Voice over reminds the audience that Utah has the best dry powder and invites them to book their trip with Ski Utah.