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Skateboards “Road to Tokyo” 2016

Skateboards “Road to Tokyo” (2016) is a Skateboards commercial directed by Nixon Freire for LOLA MullenLowe, produced by Landia. It won 3 awards, including El Ojo de Iberoamérica 2016 Silver Contenido – CT1 – Audiovisual.

A skateboard brand creates its own Olympic torch and sends it on a journey across Europe and Asia, passed between skateboarders, to advocate for skateboarding's inclusion in the Olympics.

Video: LOLA on YouTube

Shot by shot

  1. Two men, one shirtless, practice fencing with swords and a torch in a dimly lit, old-fashioned room.© Skateboards0:07
  2. A black and white archival shot shows a person from behind, holding a flaming torch, walking up stairs with other people in the background.© Skateboards0:09
  3. A young man with a backpack and plaid shirt skateboards down a street past a building with graffiti on a sunny day.© Skateboards0:12
  4. A person in red pants and black shoes rides a skateboard down a narrow, old city street, with another person walking in the distance.© Skateboards0:19
  5. Two young men, one in a plaid shirt and the other in a Vans hoodie, exchange a skateboard in a European city square.© Skateboards0:20
  6. A young woman in a black jacket and pink hoodie laughs with two men, one holding a skateboard, outdoors during the day.© Skateboards0:23
  7. A young Asian man in a cap and jacket holds a skateboard, smiling and looking at someone off-screen, with a city skyline in the background.© Skateboards0:24
  8. A person with long hair and a backpack skateboards down a winding road, with mountains and trees in the background under a bright sky.© Skateboards0:31
  9. A male skateboarder in a dark jacket and light pants performs a trick on a paved path in a park on an overcast day.© Skateboards0:34
  10. A blue road sign with white text indicating distances to cities like Budapest, Sz r ekesfeh r v r and Si r fok stands by a highway under a cloudy sky.© Skateboards0:42
  11. A lone skateboarder glides across a city square at night, surrounded by buildings and on-screen text comments about skateboarding.© Skateboards0:47
  12. A collage of news articles and videos about skateboarding and the Olympics appears on a dark background with a world map overlay.© Skateboards1:31

Stills © Skateboards. Made by LOLA MullenLowe, Landia and Nixon Freire.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A skateboard as an Olympic torch, passed between skaters, to Tokyo.

Tagline: “Because... where else should skateboarding go, but forward?”

journeypassing the torchcommunity effortunderdog storysocial media engagementdocumentary style

The cut

Length
112 s
Shots
57
Average shot
2.0 s
Format
mixed

What creatives use Skateboards “Road to Tokyo” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Skateboards “Road to Tokyo”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two men, one shirtless, practice fencing with swords and a torch in a dimly lit, old-fashioned room.© SkateboardsA black and white archival shot shows a person from behind, holding a flaming torch, walking up stairs with other people in the background.© SkateboardsA young man with a backpack and plaid shirt skateboards down a street past a building with graffiti on a sunny day.© SkateboardsA person in red pants and black shoes rides a skateboard down a narrow, old city street, with another person walking in the distance.© Skateboards
    Frames from Skateboards “Road to Tokyo”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Skateboards “Road to Tokyo” in order, with its length, framing and what happens in it.

    Two men, one shirtless, practice fencing with swords and a torch in a dimly lit, old-fashioned room.© SkateboardsA black and white archival shot shows a person from behind, holding a flaming torch, walking up stairs with other people in the background.© SkateboardsA young man with a backpack and plaid shirt skateboards down a street past a building with graffiti on a sunny day.© SkateboardsA person in red pants and black shoes rides a skateboard down a narrow, old city street, with another person walking in the distance.© SkateboardsTwo young men, one in a plaid shirt and the other in a Vans hoodie, exchange a skateboard in a European city square.© SkateboardsA young woman in a black jacket and pink hoodie laughs with two men, one holding a skateboard, outdoors during the day.© Skateboards
    Length: 112 s · Shots: 57 · Average shot: 2.0 s · Format: mixed

  3. 03Ad ideas: every spot built on a journey

    Before you present an idea, you need to know who has done it, and how.

    Skateboards “Road to Tokyo” is built on a journey. Search the library by idea to see every spot that uses it.

    Chipotle “Cultivate a Better World”© ChipotleNational Ballet of Canada “Lost in Motion 2”© National Ballet of CanadaHutchinson 3G “Pony”© Hutchinson 3GVolkswagen “No Sheep - No Sleep”© Volkswagen
    Chipotle · National Ballet of Canada · Hutchinson 3G · Volkswagen

More commercials by Nixon Freire

  • Cricket Wireless "Aquí estamos - North Dakota - Haffir" (2020) commercial still© Cricket WirelessCricket Wireless “Aquí estamos - North Dakota - Haffir” 2020Dir. Nixon Freire · Dieste
  • ESPN "espnW - Inequality Balls" (2018) commercial still© ESPNESPN “espnW - Inequality Balls” 2018Dir. Nixon Freire · Africa Creative

More from LOLA MullenLowe

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Questions

Who directed the Skateboards “Road to Tokyo” commercial?

Nixon Freire directed it, produced by Landia, for the agency LOLA MullenLowe.

Which agency made Skateboards “Road to Tokyo”?

LOLA MullenLowe created it for Skateboards (2016).

What awards did Skateboards “Road to Tokyo” win?

3 awards, including El Ojo de Iberoamérica 2016 Silver Contenido – CT1 – Audiovisual, El Ojo de Iberoamérica 2016 Bronze Film – TV18: Comerciales online and El Ojo de Iberoamérica 2016 Bronze Producción Audiovisual – PA15 – Mejor producción integral.

What is the tagline of Skateboards “Road to Tokyo”?

“Because... where else should skateboarding go, but forward?”

Sources for the credits and awards

elojodeiberoamerica.comelojodeiberoamerica.comelojodeiberoamerica.com