X Games Advertising Has Us Sold

by The Editors on July 1, 2008

DarkmaneThe new ad campaign for the Summer X Games features an evil overlord named Darkmane (a featured member at Vitalskate.com, way to go Brad) who wants to destroy the X Games and convince people not to watch them. His plan, ironically, is to kill all the creativity involved with the X Games athletes by creating rules and regulations and forcing all athletes to wear uniforms.

The X Games universe it about to get the proverbial beat down Darkmane style. I will crush originality at the X games with conformity and these new heavily starch heather gray athletic uniforms.

Aside from the fact that ESPN already did Darkmane’s job for him years ago and the reality that the athletes are wearing uniforms more corporately emblazoned than a NASCAR racecar, we don’t really get what The Martin Agency was going after with this campaign.

Maybe being based in the action sports mecca of Richmond, Virginia has a little something to do with their misguided sense of pseudo insider irony, but they seem to have forgotten that this event is one of the least creative, most corporately controlled sporting events this side of the WWE. And to point that out to kids in advertising messages seems, well, almost retarded.

Then again, if the whole point of the Darkmane ads is to discredit and make fun of any form of credible judging or authentic competition in the minds of the audience and just let the event producers choose winners based on which athletes have the highest Q score, then maybe, just maybe Darkmane is genius advertising.

Either way, the guy’s got us convinced: we’re not watching.

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