Film
Perception Kayaks
Brand Invention Agency Humanaut has created a long-form video for new client Perception Kayaks that exposes the murky world of cheap kayak knockoffs, or “yakoffs.” A send-up of low-budget instructional videos, the digital campaign teaches people how to spot the difference between inferior-quality imitators and real Perception Kayaks. It’s all in an effort to make sure no one ever gets “yakked off.”
Kayaking is a rapidly growing sport, and it’s attracted numerous me-too manufacturers that are trying to make a quick buck. This trend is causing first-time buyers to fall victim to cheaply made kayaks and cheap price points, available at superstore retailers. Perception, on the other hand, has been a leader in the kayak market for more than 40 years, making kayaks in the US in Greenville, South Carolina.
The humorous, three-minute instructional video uses victim’s testimonials, re-enyakments, undercover footage and more to tell cautionary tales of what can happen if you end up in a yakoff. “I was out buying some toilet paper and I saw a kayak for $199,” one subject recalls in the video. “I thought, ‘Kayaks should not be that cheap. I was right.”
Humanaut did what they do best,” said Todd King, VP of Marketing. “They helped us find the cultural tension within our category and delivered important information in a highly technical category where mis-information abounds. All while being entertaining and very funny.”
The work launched on YouTube with banners and a landing page that dives further into spotting the signs.
Advertising Agency:Humanaut, Chattanooga, USA
Chief Creative Director:David Littlejohn
Copywriter:David Littlejohn, Andy Pearson, Liza Behles
Chief Strategist:Andrew Clark
Senior Integrated Producer:Tommy Wilson
Director Of Content:Dan Jacobs
Account Supervisor:Michelle Sturgis
Creative Director:Andy Pearson
Designers:Carrie Warren, Coleson Amon
Production Company:Humanaut Productions
Director:Dan Jacobs
Producer:Tommy Wilson
DoP:John Matysiak
Art Director:Carrie Warren
Post Production:Fancy Rhino
Editor:Tyler Beasley
Post Producer:Katie Nelson
