American Whitewater has produced an advertisement to begin to educate the public about its mission in a big way. As in the Big Apple. A 60-second spot titled ‘Wet or Dry’ is now airing in New York’s Times Square on the 24′ x 36′ MediaVision screen, at 1540 Broadway
The commercial depicts a dry river bed, quiet and lifeless, turning into a lively, colorful venue for paddlers and spectators on the banks, by the addition of … whitewater. The visuals create excitement around the platform of American Whitewater’s mission ‘ to protect and conserve America’s whitewater resources and to enhance opportunities to enjoy them safely.’
Featured paddlers who appear in the commercial include Eric Jackson, Ken Whiting, Kevin Varette, Dustin Knapp, Tyler Curtis, Maria Noakes, & TR Yon.
“This piece is more than a promotion for whitewater recreation, familiar in the media today,” notes Risa Shimoda, Executive Director of American Whitewater.. “We want to let outdoor recreationists, enthusiasts, and casual participants alike know that the whitewater they enjoy usually flows due to agreements between river stewardships organizations like American Whitewater and the utility companies, the Army Corps of Engineers, and land managers like the Forest Service and National Park Service. We work each day to protect our ability to enjoy our rivers and have access to them for recreation.”
“Getting American Whitewater’s message in front of an audience beyond the paddling enthusiasts is critical,” comments Kevin Colburn, Conservation and Access Associate for American Whitewater. “People may think that recreational whitewater just flows all the time and they can just hop on. It used to be that way and really isn’t at all, today. Our role is to keep what we can flowing, for years to come.”
Jerry Jurasek, Managing Partner of MediaVision, notes: “We are excited about joining the Times Square community, and happy to share that excitement with the public and other growing companies.”Besides our support for American Whitewater, we are starting the summer with support for (other) great organizations like the Bronx Zoo and the National Autoimmune Related Diseases Association.”
The segment is the result of the generous donation of footage and time from the Emmy Award winning artist Kate Geis, of TVGEIS, Inc. an independent producer who is currently making a documentary about the whitewater kayaking community called, “Riversense.” Tom Strodel, and his company, 24fps Productions, also donated time and resources, working with the team to help develop the message of the advertisement, as well as compiling the edit.
Additional footage was provided by Earth River Expeditions.
The “Naked Cowboy” helps draw attention to himself and maybe even the commercial.
(Can somebody get that guy a spray skirt…?)
View the commercial online here: 24fpsproductions.com..
For more information, contact Risa Shimoda at 301-589-9453 or risa@amwhitewater.org