Andy Jenkins Interview!
This Andy Jenkins interview was intended for a January 2003 TransWorld Skateboarding Business article I attempted on early '90s skateboard ads. The same one in which Steve Rocco ripped me a new asshole. The questions aren't that phenominal because I was simply doing quick email interviews to obtain one or two quotes from everyone, so don't expect to read the most profound Q & A ever here.
The actual article never saw the light of day due to space issues in the mag, but in addition to this Jenkins stuff, I got some cool stuff from Consolidated's Birdo and Sean Cliver that I'll be posting the here shortly.
Andy Jenkins Interview
What makes a successful and memorable ad campaign?
Something that stands out and has some sort of worthwhile content to back it up. Not just image for the sake of beauty.
Why does shock value and controversy often work in skateboard advertising?
Does it? It seems to me that those things are short-lived.
Why has Girl not taken part in that?
We just aren't about that. We're pretty mellow up here in Torrance.
What ads and campaigns in the past (any company) are most memorable to you?
I think Marc Johnson did an awesome job, consciously or not, when he started the enjoi ads. They stand out, have a great sense of humor and there's a team of riders behind it that makes sense with his direction. I also liked Yogi Proctor's early Emerica ads—œthey were beautiful and made me want to skate.
What ads did Girl run that got the biggest reaction? Whether it be sales, hate mail, kudos, etc?
People seemed to like the series we did with the sort of report card at the bottom of the photo. Koston's "Fandangle" was a favorite.
How do the ads of yesterday compare/contrast with the ads of today?
When Girl started in '93, skating as an industry was at a low point and I think the ads reflected that…they were more grassroots or down to earth. Not money motivated—œno one really had anything to lose, so the ideas were more creatively free. Now that the sport has exploded in terms of the money it generates, people seem to think the ads need more “attention” paid to them so that they “work.” It's turned a little more into a real world advertising scenario…though I don't think any of the companies have gone as far as hiring agencies or consultants. Or have they?
Why do the ads of today not have the same “feel” as back in the day?
Very, very few of them.
How are your company's ads different today than from eight or 10 years ago?
I think we had a hard time recapturing the humor and carefree feeling we had early on. Occasionally it'll show through, but a lot of times the ads are so rushed, we can't put enough into them.
Would you like to add anything else?
“Let the products sell themselves.” —œThe Minutemen
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