GoPro Helps You Stay in the Moment, Says Brand's First Scripted Spot

Brand Is Reaching Out to a Wider Audience

By Alexandra Jardine. Published on Nov 10, 2016

Editor's Pick

GoPro is not a brand you'd immediately associate with mindfulness, but living in the moment is the key thrust behind the wearable tech brand's new global campaign. The company's first scripted spot (it has previously relied on user-generated content) urges us: "Don't stop what you're doing to capture what you're doing," as we see people holding their phones to film amazing scenery, friends doing exciting stuff or their kids playing.

The message is that with GoPro's devices, you can enjoy what you're doing AND capture it on film without having to think about it. With this, the brand aims to reach out to a wider audience than its core buyers for the first time with the campaign.

The ad showcases new GoPro products such as its new cloud-connected HERO5 cameras, and will air in the UK, Australia, Korea, Germany and France as well as on U.S. TV, where it launched last night. It was created in-house at GoPro, although the company has been supported by work with Goodby, Silverstein & Partners. According to a spokesperson, while Goodby didn't directly work on the spot, its insight was a "catalyst for considering moving into scripted spots."

The advertising departs from the fresh, in-the-moment approach of GoPro's previous films, largely user-generated efforts that showed the unusual events GoPro could capture -- like a fireman saving a kitten or a stuntman's jump off a Chicago rooftop. The new spot feels more in line with the feel-good, "human" sensibility that's been the go-to approach for tech marketers in recent years, and it will be interesting to see if it's able to help stave off the brand's current stock dive in the market.

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Nov 10, 2016
Production Company:
Tool of North America
Brig White
Execuitve Producer:
Sarah DiLeo
Mary Church
Post Production Company:
Beast SF
Post Production Supervisor Assistant:
Tracy Bunting
Blake Bogosian
Post Producer:
Vickie Sornsilp
SVP Marketing:
Bryan Johnson
Director of Marketing:
Roger Evoy
Creative Director:
Justin Curtis
Senior Copywriter:
Eric Flynn
Samantha Liss
Production Manager:
Jennifer Cosso
Insights Director:
Andrew Crocco
Production Company Managing Partner, Live Action:
Oliver Fuselier
Managing Partner, Digital:
Dustin Callif
Brig White
Executive Producer:
Sarah DiLeo
Mary Church
Director of Photography:
Justin Gurnari
Post Production Supervisor:
Tracy Bunting

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