The second ad campaign HowStuffWorks.com from Preston Kelly launched with two new ads that build upon “Scuba Cat” campaign launched this time last year creating awareness for the company’s new TV show on Discovery Channel. The new campaign also features a skydiving car, with both video spots centered around the theme of “keep asking.” The spots ask all types of questions. From "how are pools filtered?” to “how is the spinal cord formed?” ‘Keep Asking’ demonstrates the ability to utilize a single execution to capture a full range of emotions and tackle a wide array of topics.
The new ads feature 17-year old athlete and Web sensation Aaron “Wheelz” Fotheringham, the first person to complete a backflip in a wheelchair. Aaron has Spina Bifida. His story and accomplishments have inspired people worldwide to believe that anything is possible. His curiosity to challenge what society said he couldn’t do is why HowStuffWorks.com contacted him for this campaign. "We’re also working with the Spina Bifida Association (SBA) to share Aaron’s story to a larger community and are inviting people to make a donation to SBA through a banner ad on the HowStuffWorks.com homepage." You can learn more about Aaron's story here.
Agency: Preston Kelly
CD: Chris Preston