The latest installment of BendBroadband’s distinctive series of TV commercials has arrived, this time on two wheels and accompanied by a cloud of High Desert trail dust. The 30-second spot focuses on the speed of BendBroadband’s Internet service and the company’s efforts to keep up with explosive growth in Central Oregon.
Better Everyday features five local female cyclists showcasing their considerable skills at The Lair, a thrilling section of the famous Phil’s Trail complex near Bend. The riders are:
- Emma Maaranen, professional mountain biker, movement therapist and member of Central Oregon Community College’s faculty
- Lindsey Richter, founder of Ladies AllRide and “Survivor” alum
- Meredith Brandt, owner of Grit Clinics and director of operations for Ladies AllRide
- Cassondra Spring, local biker and founder of Make Good Creative
- Adryon Wong, local biker and go-to-market manager at Hydro Flask
The commercial was filmed on a crisp, sunny September day just east of Bend. “It was the first day in weeks that wasn’t shrouded in smoke from wildfires,” says Shelby Little, manager of Creative Services for BendBroadband and its parent company, TDS Telecom. “It was a lovely setting, we had gorgeous weather and we could see for miles. The riders were rarin’ to go.”
Despite the cool temperatures, the “vibe was positive, warm and playful all day long,” says Spring, a local creative powerhouse. The daylong video shoot was both fun and inspirational, Brandt says.
“It’s always great to get to hang out and ride with other like-minded ladies,” she says. “My highlight was watching the sunrise at the Lair in Phil’s Trail and then dropping in to the tacky dirt on our bikes. Although it was very chilly, there were lots of laughs and gorgeous views to keep our minds off the frosty conditions.”
The spot was conceived and created by BendBroadband’s in-house Creative Services team, then produced by The NW Collective, a Bend-based video marketing agency. Maaranen says she was impressed by the company’s patient and professional crew.
“I realized when filming that it’s not all about your ability to ride a bike, but your ability to be exactly where the film crew needs you to be, when they need you to be there,” she says. “I felt famous with a drone following me around.”
Most of all, the five riders relished the opportunity to spend a day on the trails with other women. Richter, who has filmed many commercials, says this experience was particularly fun.
“I had a great time shooting this commercial with other strong, creative, independent women,” she says. “I think people will be really excited to see BendBroadband featuring strong, fast ladies on bikes!”
Wong echoed that sentiment. It was a joy to spend the day with a group of talented female mountain bikers, she says. “(I learned) some biking tips and tricks along the way, and I look forward to seeing our shenanigans in the final cut!”
When all was said and done, Maaranen summed up the group’s post-shoot feelings in just five words: “Can we do it again?”
Better Everyday is one part of a new, multifaceted marketing campaign designed to highlight BendBroadband’s ultra-fast Internet. Last year, the company rolled out new Internet packages with speeds up to 300 Mbps. This year, BendBroadband’s parent company, TDS Telecom, is investing heavily in strengthening its local broadband network and enhancing services in an effort to stay ahead of the growing population and demand for Internet in Central Oregon.
In the coming months, an array of billboards, emails, digital ads, print ads and other tactics will blanket the region, all reflecting Better Everyday’s message and visual aesthetic.
The campaign builds on a series of BendBroadband commercials focused on interesting and inspirational Central Oregonians, such as Sisters quilter June Jaeger, Bend ultra-runner Max King, Sisters chainsaw artist Skip Armstrong and Bend musician Jared Nelson Smith of the band Wilderness.