The webisode series features Vice magazine co-founder, Gavin McInnes—also creator of StreetCarnage.com—as an overconfident but inept outdoor "expert" that gives horrible nature advice. The spots capture Zappos’ quirky sense of humor and Teva’s rugged reputation to create an unexpected campaign for a hiking product.
The first episode, entitled “Honey/Water,” is now live on http://zappos.com/teva and http://teva.com/naturist.
"Zappos.com is a brand that has built a reputation on connecting with the consumer and we love how Teva and Gavin have created a unique way to connect with their fans and beyond,” said Michelle Thomas, Brand Marketing Manager for Zappos. "We are proud to be the exclusive vendor partner for the launch of The Naturist, which we think is a great fit for our brand."
The Naturist spots were filmed over a three-day period on McInnes’ rural Catskills property and depict the survivorman conquering nature in some far off place.
"We're poking a little fun at ourselves and those who take on the outdoors armed with only a few nuts and their own urine to survive,” said Joel Heath, Global Marketing Director for Teva. “Gavin was the right man for this job.”
The second episode of The Naturist, “Hunt” and third episode “Fire” will launch later this month.