A Hard Driving Series From DC Shoes And Ken Block

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).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.