Berghaus jumps onto the big screen
Outdoor company Berghaus is preparing to launch its most ambitious brand marketing campaign to date, when a new cinema commercial hits screens across the country later this month.
The new commercial is designed to highlight the outdoor authenticity and credibility of the Sunderland-based brand.
Created and developed directly by the Berghaus team of sponsored outdoor activists, including Sir Chris Bonington, it will run from October 31, ahead of the new James Bond movie, Quantum of Solace.
The treatment, called ‘Coffee Break’, features Berghaus sponsored athletes Leo Houlding and Anniken Binz and was filmed in Norway in July by Ginger Productions.
The commercial starts with a close up of Leo and Anniken as they drink coffee together. The camera angle widens to reveal that they are sitting on a portaledge attached to a huge vertical rock face. They then climb to the top of the cliff and leap off, deploying BASE jumping parachutes on the way down, and land safely on the shore of a fjord.
The version that will be shown ahead of the Bond movie is 30 seconds long. There is also a 60 seconds cut and a 10 minute ‘making of’ film that will be posted on www.berghaus.com, YouTube and other sites.
A full programme of communications activity will support the cinema commercial, beginning with the publication of a series of advertorials booked by Ford, featuring Leo Houlding (who is also sponsored by Ford) and including images from the commercial.
Sarah Wilson, head of marketing at Berghaus, said: “This is, without a doubt, our most ambitious brand campaign to date. We were determined to develop a treatment that was imbued with the brand’s authenticity, which is why we took a ‘leap of faith’ and entrusted our sponsored athletes with the process of developing the commercial. We couldn’t be happier with the results.
“Once again, we have a commercial that not only perfectly captures the spirit of adventure at the heart of Berghaus, but which will also provide cinema goers with an extra thrill when they go to see the latest James Bond movie. And it gives me a great excuse to directly check audience reaction to the commercial and then watch Daniel Craig in action for a couple of hours – I may have to do that more than once!”