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A Hard Driving Series From DC Shoes And Ken Block

July 9, 2012 By Leave a Comment

Even if you do not intend to drive a fast car through the empty streets of San Francisco, you want to be wearing DC Shoes.

That’s the message here, in this fifth installment of the brand’s “Gymkhana” series:

According to Michael Learmonth of Ad Age, the series has amassed 157 million views since the first installment in 2009.

What Learmonth finds more interesting is how many brands are “along for the ride” this time, most notably Ford’s Focus, Monster Energy Drinks, the band Styx and San Francisco itself. It’s a good observation, because it points to the opportunity for brands not currently adept at producing its own content marketing.

The driver in this series is Ken Block, a professional rally driver with the Monster World Rally Team. Block is also one of the co-founders and the Chief Brand Officer of DC Shoes.

I’m thinking Block has set a new standard here for Chief Brand Officers. Next time I encounter one, I’m not showing any slides, I want to see how he or she slides (or “drifts” to use motorsports vernacular).

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About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.