We dare you – Polaris Slingshot 2017 | Clapboard Ad Archive

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We dare you - Polaris Slingshot | Clapboard Ad Archive

Polaris Slingshot’s We Dare You campaign, launched in Year: 2017 by Team One for the automotive category, exemplifies the power of singular brand identity in a crowded performance vehicle landscape by refusing any nod to category conventions, narrative tropes, or explanatory crutches. Designed as a concentrated challenge to the “Broken-DNA Thrill-seekers”—a lucrative segment of middle-aged, self-made, high-income risk enthusiasts—the campaign deploys brash, repeated provocations that outright reject rationalization or categorization, encapsulating the Slingshot’s radical difference in every aggressively direct line. The entire communication strategy leans into audacious product truths—insanely low stance, absurd power, no doors, no roof, no regrets—presented with an unapologetic swagger that positions the Slingshot not just as a vehicle but as a badge of disruption, designed for those who define themselves by the thrill of the outlier. There is no narrative arc, problem/solution reveal, or borrowed credibility drawn through testimonials or expert voice; instead, Team One anchors the concept in the uncompromising assertion of the Slingshot’s strangeness, knowing the March Madness window delivers peak visibility to a demo that sees convention as the enemy and differentiation as self-expression. As platforms like Facebook, Twitter, and Instagram extend the campaign’s penetrative reach, the creative format is a textbook case of what Clapboard’s taxonomy codifies as FORMAT#11—Unique Personality Property, where the hero feature is not a functional attribute or a generic emotional promise but the vehicle’s very refusal to fit within a known mold. By summoning the audience to resist—then implicitly fail to resist—the Slingshot’s call, the campaign cleverly exploits the psychology of the audience it targets: risk-takers primed not to back down from a dare, especially one that positions thrill as a test of personal identity. This total commitment to provocation, delivered through a single taut film asset and live across prime social spaces, ensures no dilution of message or audience misdirection, focusing attention on the art of making the product itself an invitation to stand out. Clapboard rates this 61/100. At a time when much automotive advertising still leans on lifestyle montages or feigned utility, We Dare You demonstrates the market power of staking everything on a singular, unreasoned product wildcard—reminding the industry that true distinction often comes from refusing to explain yourself.

Credits

Client

Polaris Slingshot

Agency

Team One

Executive Creative Director

Chris Graves

Creative Director

Craig Crawford

Copywriter

Scott Ivener

Art Director

Patrick Dougherty

Producer

Reilly Park, Maggie Meade, Shelby Ross, Amanda Clark Altham

Account Management

Steve Bava, Landon Nguyen, Taylor Toomey

Strategic Planner

Jen Grant, Robert Watchmaker

Crew

David Peake, Karen Thomas, Joanna Fillie

Post Production

Bryan Cook, James Bohn

Colorist

Adolfo Martinelli

Sound Engineer

Bob Gremore

Category Mind Map

48%

The 2017 "We dare you" campaign for Polaris Slingshot leverages a bold brand proposition centered on defiance and exhilaration. The campaign positions the Slingshot not merely as a vehicle, but as a statement of audacity and individualism, emphasizing attributes like extreme design ("insanely low," "absurdly powerful") and an unconventional open-air experience ("no doors, no roof, no regrets"). This establishes a promise of thrill, freedom, and a rebellious lifestyle that challenges conventional automotive norms and dares consumers to both confront and embrace the Slingshot’s unique appeal. Strategically, the campaign targets a niche segment described as “Broken-DNA Thrill-seekers,” primarily middle-aged males with discretionary income of $100k or more. This audience is characterized by their desire for adrenaline, risk-taking behavior, and self-image as self-made individuals who are socially dominant and seek attention. The timing of the campaign during March Madness allows it to intersect with an event that aligns demographically and psychographically with this consumer profile—highly engaged, competitive, and thrill-seeking men. The creative angle employs brash, confrontational messaging that provokes curiosity ("Go ahead, try to ignore it…We dare you"), directly challenging viewers to question norms and resist their impulse to categorize or rationalize the vehicle. This approach aims to create an emotional resonance grounded in defiance and exclusivity, effectively connecting with consumers who prioritize unique experiences and social distinction over traditional automotive values.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers entirely on the Polaris Slingshot’s undeniable distinctiveness: the brash “We Dare You” language, repeated assertions that it defies categorization and rationalization, and descriptive phrases such as “Insanely low. Absurdly powerful. No doors. No roof. No regrets.” All these elements frame the Slingshot as a bold, unruly vehicle—an object of desire for thrill-seeking, risk-loving non-conformists. The communication does not follow a narrative arc, problem/solution setup, or deploy symbolism or testimonials. Instead, it challenges the viewer to resist the vehicle’s unique, outrageous personality, positioning singularity as the core selling proposition—an archetype example of the Unique Personality Property format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Can-Am (BRP) – Known for its sporty, high-performance three-wheeled vehicles like the Can-Am Spyder, Can-Am positions itself as a leader in innovative, fun-to-drive recreational vehicles, appealing to thrill-seekers who desire a unique riding experience blending motorcycle excitement with car-like stability. 2. KTM – With its X-Bow model, KTM leverages its motorsport pedigree to offer a lightweight, track-focused sports car that delivers raw driving dynamics and agility. Positioned as an adrenaline-fueled brand, it targets enthusiasts who prioritize performance and precision engineering. 3. Ariel Motor Company – Ariel is positioned as an elite niche manufacturer of ultra-lightweight, open-air sports cars like the Ariel Atom, emphasizing extreme performance, minimalist design, and an unfiltered driving experience aimed at hardcore driving enthusiasts. 4. Tesla – Though primarily known for electric sedans and SUVs, Tesla’s Roadster taps into the high-performance sports segment with electric innovation, targeting early adopters and environmentally conscious thrill-seekers who want cutting-edge technology combined with speed. 5. Polaris RZR – From the same parent company, Polaris RZR competes in the off-road recreational vehicle space, focusing on rugged, high-powered side-by-side vehicles that appeal to outdoor adventure seekers looking for durability combined with adrenaline-pumping performance.

Q: What is We dare you about? A: We dare you is a 2017 campaign created by Team One for Polaris Slingshot, launched in the United States and timed to coincide with March Madness. The campaign centers on a bold, confrontational creative idea that challenges viewers to resist, categorize, or rationalize the Slingshot—a three-wheeled vehicle designed for thrill-seekers. With a single film asset, the campaign targets middle-aged males with high discretionary income who crave adrenaline and social distinction. The messaging positions the Slingshot as an audacious, unconventional ride for those who embrace risk and individuality, aligning perfectly with the energy and demographics of March Madness. Q: What creative device does We dare you use? A: We dare you employs the Unique Personality Property format, as classified by Clapboard’s 12-format taxonomy (FORMAT#11). This creative device highlights the Slingshot’s distinctiveness by focusing on its extreme design and unruly character, rather than following a traditional narrative or testimonial approach. The campaign’s messaging repeatedly asserts that the vehicle defies categorization and rationalization, framing its singular personality as the core selling proposition. This approach positions the Slingshot as an object of desire for non-conformists and thrill-seekers, making its uniqueness the central creative lever. Q: What is the campaign proposition for We dare you? A: The campaign proposition for We dare you is rooted in defiance and exhilaration, positioning Polaris Slingshot as more than just a vehicle—it is a statement of audacity and individualism. The brand speaks directly to “Broken-DNA Thrill-seekers,” a niche audience of middle-aged men with significant discretionary income, who value adrenaline, risk, and social dominance. By emphasizing attributes like extreme design, open-air experience, and a no-regrets lifestyle, the campaign challenges conventional automotive norms and invites consumers to confront and embrace the Slingshot’s unique appeal, promising thrill, freedom, and exclusivity. Q: How does We dare you rank in Clapboard's archive? A: We dare you holds a Clapboard Campaign Score of 61/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Polaris Slingshot's category? A: In the automotive category, Polaris Slingshot faces competition from brands like Can-Am, which appeals to thrill-seekers with its innovative, high-performance three-wheelers; KTM, known for the track-focused X-Bow and its motorsport-driven performance; Ariel Motor Company, which targets hardcore enthusiasts with ultra-lightweight, minimalist sports cars; Tesla, whose Roadster brings electric innovation to the high-performance segment for early adopters; and Polaris RZR, which offers rugged, adrenaline-pumping off-road vehicles for adventure seekers. Each competitor carves out a distinct position, but all target consumers driven by excitement and a desire for unique experiences.