Advertised brand: Huffy
Advert title(s): Hooky
Headline and copy text: “You’re never too old to play hooky.” Tag: “Still your ride.”
Advertising Agency: Brunner, Pittsburgh, U.S.A.
Agency website: http://brunnerworks.com
Creative Director: Dave Vissat
Art Director: Elizabeth Maloy
Copywriter: Brett Compton
Photographer: Tom Cwenar
Additional credits:
Chief Creative Officer: Rob Schapiro
Executive Creative Director: Jay Giesen
Retouching: Dwight Pritchett
Published: May, 2014
Short rationale: The largest sales barrier for adult women’s bicycle, is moms’ lack of time. Print depicts moms on bikes as escaping from their work and chores. Supporting unscripted, online “surprise” videos, 2:30 – 4:00 long, a 10-year-old kid gets unsuspecting moms—strangers—to go for a ride. A mom can be “too busy” for a bike, but for a kid? And a related Facebook giveaway sweepstakes encourages moms to share humorous, hand-lettered, photo-illustrated bike/life tips that support making time for a bike ride.