Robert Brink - Writer

Yet Another Cliver Interview!

January 11, 2006 | Skip To The Comments (0)

This is the last raw interview I've got for y'all from the failed old school ads TWS Biz story. Once again, Sean Cliver.

Sean Cliver interview

What makes a successful and memorable ad campaign?

Well, from my experience at Big Brother, mud-slinging, boobs, guns, cuss words and piles of crap all work fine and dandy, but you know what doesn't? Big rubber vaginas.

Why does shock value and controversy work in skateboarding?

What it all boils down to is the simple theorem: If the folks hate it, kids will love it. Genius.

What are some of the more memorable ads you were responsible for, if any?

Does not apply.

What ads and campaigns in skate history are most memorable to you?

Practically any ad produced by World Industries, Blind, 101 and Liberty, circa 1988-1993. Hard to choose a favorite, but the Blind “Dear George” ad stands out, as do the ads Rocco placed in TWS that ultimately launched Big Brother magazine. Did anyone else even advertise then? I can't remember.

In your time in the skate industry and affiliation with certain companies, what were the ads that got the biggest reaction? Whether it be sales, hate mail, kudos, etc?

I honestly cannot recall any ad that caused people to send in boxes of Kudos. That sure would've been cool, though, because I really like the peanut butter flavored ones and I'm content in the illusion that I'm eating something “healthy” when it's no different than any other goddamn candy bar.

What was the social/cultural/skateboarding climate at the time of the release of these memorable/successful/hated ads?

War, recession, pestilence, famine and flip tricks always breed copious amounts of creativity.

Did any of the mentioned campaigns contribute to the success or failure of the company?

Well, considering Rocco now owns a house on a small island in the Hawaiian chain, I'd say, shit yeah, they contributed to the success of his companies. As for the failure side of the coin, Simon Woodstock once tried to step up to World Industries in an ad campaign that resulted in a lawsuit and the ultimate demise of his company. That would be a kind of failure, wouldn't it?

How do the ads of yesterday compare/contrast with the ads of today?

Gotta love a skate sequence. Nothing exudes more personality.

Why do the ads of today not have the same “feel” as back in the day?

I blame computers and all stupid gay-ass arty-farty techno-rave bullshit programs that go with ‘em. That and the fact that skateboarding is just too goddamn big now and it's all about the bottom line. Sometimes it's better to not just give a shit.