Vans needs help to reach their primary audience in a way that is authentic and unmarkety. They want to let them know that the new Vans Pro Classics are the same classic Vans as before but with better protection.
The demographic is aged 15 - 24 and very averse to traditional advertising. We created Chuck V to be an irreverent and ridiculous personal injury "expert" to personify the coverage of the new shoes. With an absurdist approach and anti-design advertising strategy, Chuck V reaches the kids where they are.