The Coach Ski Campaign Films Are the Hit of Pure Joy We Need to Start Off the New Year
It’s funny that we somehow thought 2021 was going to be so much better than 2020. Despite starting off shockingly with an attempted overthrow of the American Capitol on January 6, we shortly afterwards had a new Democratic President and Vice-President, both representing the first grownups occupying the White House in four long years. Then, the vaccine programs seemed to genuinely be working, meaning that the COVID crisis would surely be behind us by…August?
But with just two days left in the year, we’re dealing with worrying inflation, Russia is causing trouble in the Ukraine again, the Omicron variant of the virus is racking up record numbers of new infections, 40% of Americans remain unvaccinated, and, well, there’s still no sign of anyone in authority actually being brought to justice for the aforementioned January insurrection.
So we’ll take what we can get right now – and the promise of a coming new ski season is certainly making for an effective diversion from the hard reality that we’re suddenly being told to stay home and not celebrate New Year’s Eve this year. Luckily, our friends at Coach Ski sensed our despair, and have released a trio of short films that are all about utterly cheery winter fun. The first, curiously enough, is called Playing in the Snow; and while everyone – namely actress Brittany O’Grady, plus models Tiffany Guo, Mia Regan and Wisdom Kaye – seems to be having a really amazing time, there doesn’t seem to be any actual snow, but rather just a white screen background. Still, who wouldn’t want to find a Coach clutch secretly hidden inside of a Coach tote – Merry Christmas again!
The second, and definitely our favorite, is Building a Snowperson (points for gender sensitivity) – in which they assemble a frosty character decorated with a pair of gold “C” logos for eyes, a string of red Coach buttons for a mouth, and a then a simply non-branded carrot for a nose (we also kind of love the penguin and polar bear patches). And finally, On Top of the Mountain finds the sprightly quartet all walking ethereally amongst the clouds – perhaps upon the Matterhorn? – drinking hot cocoa and just generally not having a care in the world.
It’s all soundtracked by what sounds like a slightly less sexed up variation of George Michael’s ‘I Want Your Sex’ – which somehow seems totally appropriate. After all, the Coach manifesto for the season is “Give a Little Love”…and you’re free to define “love” however you wish, surely.
Creative Director Stuart Vevers sums it up perfectly: “Coach Ski is inspired by winter adventures and the possibilities of tomorrow. Joyful and nostalgic, it reimagines our heritage within a bold, colorful language.”
And really, there’s just no business like snow business.