BRP is diving into what motivates Sea-Doo fans with a new global campaign built around adventure-seeking.

The new global campaign work with agency partner The Hive is about building excitement for the upcoming season.

“When we were crafting these stories, whether across Sea-Doo’s entire line up or a specific model, we wanted to capture the pulse of life that means so much to our riders,” says Sacha Ouimet, ECD at The Hive, which won the account remit last fall. “What makes them so unique and connected to Sea-Doo is just like water, they all exist to be in constant movement. This is what we want those thinking of joining us to feel connected with.”

As Dustin Rideout, chief strategy officer for The Hive explains, what became clear to the agency was the timely opportunity to tap into the motivation Sea-Doo riders feel, with the life-affirming effect that riding the watercrafts can offer.

“Our creative team’s foresight to not just show the Sea-Doo life, but provide a peek inside it’s motivation, was a powerful twist to an established platform,” Rideout says.

Rideout tells strategy it’s a global campaign with a variety of tactics including TV, digital video and ads, social content, print and trade, and also retail elements.

The brand, he explains, continues to expand its portfolio, with expansion of its personal watercraft offerings with pontoon. The global campaign is set up to try and speak to a variety of water-loving target audiences, Rideout says.

The fully integrated campaign launches with a 60-second, 30-second and 15-second hero film at this year’s Canadian broadcast of the Super Bowl, framing Sea-doo’s diverse riders as thriving in their element.

Additional 15-second films, print, OOH and retail delves further into specific profiles of Sea-Doo’s next generation of personal watercraft and innovative Pontoon platform, the Sea-Doo Switch.

The media was handled by Touché.