Nowadays, good advertising can be as simple (or elusive) as creating one eye-catching piece of video content. And considering we all spend more time staring at social media feeds than we do 30-second TV spots with show tune soundtracks, that leaves a lot of room to think outside the box. In that light, the snowboard brand Never Summer is probably feeling pretty good about the money it spent to promote a new line of boards. They have a handful of videos making the rounds on social media that have people doing a double-take: a single rider, Nick Larson, carving…on a frozen Georgetown Lake in Colorado.
It’s actually not the first time the company has leaned into the concept. The new videos with Larson are the second run with the idea. Last year they released similar photos, showing how well Never Summer boards could hold an edge by carving over ice in an indoor hockey rink. This time around they stepped it up by bringing Larson and a wench out to nearby Georgetown Lake. Carving always makes snowboarding look fun to begin with but if you’re trying to make puns about your “cutting-edge technology” without having to write them on a banner…or you just want to give people on the East Coast any form of hope, this was a catchy way to go about it.
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