Scenes of serious sufers intercut with shots of beach kids hanging out and having fun in the water and on the sand. Film was given an edgy black and white grainy look intercut with painted yellow scenes that evoke the Pacsun store colors. Grungy surf music punctuates the spot alone with the PS logo.
Filosofía
Change name to PacSun to make it sound hipper. Associate Pacsun customers and clothing with edgy "core" surfers. By definition, PacSun became the only place to shop for kids looking for the most authentic surf fashions.
Problema
Pacific Sunwear sells surf clothing brands that are also found at other mass retailers. Because of this, the brand had lost its distinctiveness. How could they differentiate themselves from the competing retailers.