Abercrombie, Hollister and…Walmart? In a bid to reach the young, cool crowd, surfwear company Ocean Pacific (Op) is using some of the hippest names in young Hollywood to promote their 2008 spring/summer line.
Pete Wentz, Kristin Cavalleri, Corbin Bleu, Will Valderrama, Rumer Willis, Christina Milian and Josie Maran star in the print, radio and online ad campaign for the new line carried exclusively at Walmart.
The concept of the campaign is “OPen Road” and celebrates Op’s historical open road California lifestyle, which the brand has represented since the original launch in 1972. The campaign will continue to follow the Op cast as they head into fall with a back to school campaign that will debut in August.
The campaign has a classic Op feel with the celebrities hanging out at the beach, at a ghost-town ranch and hitting the “OPen Road” in a vintage VW bus. Bringing back Op’s signature heritage pieces from the 70s, but with a younger, hipper flair, the seven celebrities showcase the collection in a variety of upbeat, light-hearted scenes.
They form a human pyramid, ride bikes and skateboards and play in the surf. The on-set chemistry was infectious and all relished in their roles as California kids on a road trip, even riding in one trailer from set to set.
The young celebrities will also host a launch party this spring in California, as well as make personal appearances on behalf of the brand.
View more photos and video below.
View behind-the-scenes footage at op.com