Creating Lifestyle Content:
US Polo Assn.

US Polo Assn. needed help increasing their perception as a lifestyle brand, taking them beyond just being the official clothing company for the sport of polo in the U.S.

Evan’s strategy was to take the USPA brand beyond its roots and elevate it to a tastemaking lifestyle worthy of the name. To accomplish that, he led his creative team in concepting, developing, writing, and producing a 30-second spot that focused on the everyday life of USPA brand ambassador Ashley Busch.

In the spot, we follow “a day in the life of her US Polo ASSN shirt” through Ashleyʼs everyday activities, such as seeing her having brunch with friends, going to a concert with her husband, Kurt, a NASCAR legend, and playing polo in an actual match. The spot culminates in the message that, no matter what sheʼs doing, Ashley is embodying USPAʼs philosophy, #liveauthentically, giving the brand a more personal, everyday appeal while still grounding it in the sport.

The commercial aired during the US Polo Open Championships to an estimated 250 million households. In addition, Ashley Busch and Kurt Busch shared the video on their socials, which increased viewership.

Produced by Ideas United.