History of Skateboarding (UK): Vintage R.a.D Magazine Official Archive
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Ouch! This must be the weakest M Zone advert of all time. And yet… When I look at it now I marvel that M Zone chose to run a “shoe” advert at a time when most people would have concentrated on selling a wider range. It turns out that had spotted the way things were going once again. But, like many of us, they never actually reaped the benefits.
My recollection is that this was one of a small series of videos produced by Lol Creme under the name “Videola”. This was a skateboard one, but others were more music-based. Lol’s son, Lalo (?) was the skate connection, I think.
There was some very snotty comments floating around at the time about clippings from Peralta’s cutting room floor, but I had my usual “everything’s for the best, in this, the best of all possible worlds” glasses on, and I liked it. No taste, obviously.
Airwalk ran the same advert several times, which means that there’s not much to be said about this time round. It’s good to see that they tried to produce something specific to the European market, but it’s a shame that it didn’t work better. Having said that, perhaps they recognised a fundamental truth with the emphasis on a skate celebrity surrounded by grinning kids.
Long before the days of Sprite’s involvement in skateboarding, Britvic had spotted the potential. The choice of imagery for this advert could not have been worse: all street cultures are hardly the same! Getting the fine detail of things like that has always been a problem for big agencies. It would have been a bold step for someone to decide to experiment with an advert in a magazine like R.a.D. so having to justify spending even more to produce a more relevant advert would have been almost impossible.
These days advertising agencies are much better at it than this and specific “skateboard” adverts could be included in the budget. There are even PR companies who pride themselves on dealing with this market. But even now many attempts stand out like a sore thumb to real skaters.