Bubba's Jetpack – Oakley Golf Cart Innovation | Clapboard Ad Archive

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Bubba's jetpack

Bubba's Jetpack is a groundbreaking digital campaign launched in the United States in July 2016 for Oakley by the innovative ad agency Thinkmodo. Positioned within the fashion industry, this campaign seamlessly blends sport, technology, and style by featuring Bubba Watson, a professional golfer, alongside the unveiling of the BW-Air, touted as the world's first golf cart jetpack. This inventive concept not only highlights Oakley’s cutting-edge approach to sportswear and accessories but also captures the attention of a tech-savvy and sports-oriented audience through immersive storytelling and dynamic visual content. The campaign’s sole media asset garnered over 1.2 million views, generating substantial engagement with 1,802 likes and 455 comments, reflecting its impact and resonance with viewers. Enhanced by an energetic soundtrack from Audio Network, the campaign further amplifies the sense of innovation and excitement around Oakley’s brand identity. Bubba’s Jetpack effectively showcases Oakley as a leader in merging performance and style, leveraging digital media to deepen consumer connections, inspire brand loyalty, and drive awareness in a competitive marketplace where fashion meets technology.

Credits

Client

Oakley

Agency

Thinkmodo

Creative Director

Michael Krivicka, James Percelay

Director

Michael Krivicka, James Percelay

Producer

Sam Pezzullo

Editor

Michael Krivicka

Crew

Bob Geile

Category Mind Map

48%

The Oakley campaign "Bubba's Jetpack," launched in the United States in 2016, centers around the innovative and adventurous spirit aligned with both the brand and professional golfer Bubba Watson. By showcasing the BW-Air, described as the world’s first golf cart jetpack, the campaign reinforces Oakley’s brand proposition of pushing boundaries in performance and style through cutting-edge technology and bold innovation. This association extends Oakley’s identity beyond traditional eyewear to embody a lifestyle of daring and forward-thinking athleticism. Strategically, the campaign leverages the partnership with Bubba Watson, a high-profile athlete known for his unconventional approach and flair in professional golf, to tap into a niche segment of sports enthusiasts who value individuality and innovation. The creative angle—fusing futuristic technology with a familiar sports context—creates a compelling narrative that resonates with Oakley’s core audience of active, style-conscious consumers. By using digital media, specifically a video distributed on YouTube, the campaign effectively reaches a tech-savvy demographic receptive to shareable, visually engaging content. The video’s strong engagement metrics, including over one million views and several hundred comments, indicate successful audience interaction, suggesting that the campaign’s unique concept and storytelling effectively captured attention and sparked conversation. Overall, the campaign’s market strategy integrates aspirational brand values with an experiential, story-driven approach to strengthen Oakley’s positioning within the competitive fashion and sports apparel landscape.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers around “Bubba’s Jetpack,” co-created by Oakley and Bubba Watson, a well-known professional golfer. The metadata and campaign title both highlight Bubba Watson’s direct involvement, leveraging his celebrity status as a key creative device. Rather than focusing on a problem/solution, story arc, or competitive comparison, the campaign uses Watson’s persona to create brand excitement and memorability. The “project by Bubba Watson and Oakley” explicitly signals a celebrity-led approach designed to build brand recall, fitting this format best. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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