If you hadn’t already seen, we released a national TV campaign on the 7th July.
We’re encouraging all the men, women and beasts of the UK to #TakeTheFirstStep and visit Go Ape for the very first time. While you can now see the 30 second TV ad in all of it’s glory, there was a lot of work going on off-camera that made it happen. Here’s the “behind the trees” scoop from our first ever TV advert.
When: 24th-25th May 2016
Where: Go Ape Leeds Castle
Who: 13 members of the public, 16 Go Ape staff, 4 actors and a hairy herd of directors.
Preparation for the day
After 14 years of encouraging people to live life adventurously, the advert had a lot to live up to. In order to film this TV campaign, we needed genuine reactions of people experiencing our classic Tree Top Adventure for the very first time. The hunt was afoot…
Naturally, we called on the most charismatic, fun-loving explorers we knew – the general public! Weeks before shooting, we sent out a message via email, social and the Go Ape website searching for members of the public who have never “gone ape.” We then invited a selection of bushy-tailed newbies up into the trees and filmed them on their first ever Tree Top Adventures.
On the day (queue 2 days of monkeying around on camera)
At 7am on a Tuesday morning in late-May we set off to start filming our very first TV advert. Go Ape at Leeds Castle was our location of choice. The course was closed so we could give our enthusiastic new members of the Tribe exclusive use of the course.
Before being let loose in the trees everyone had to complete a safety brief led by one of our instructors. At this time of the morning, before the sun had really woken up, we saw a lot of makeshift ways of keeping warm including lunges, jump squats, and a unique version of the shuffle.
Once our Tribe were up in the trees, however, nothing could stop them and the fun could really begin. Every single person we recorded on the day had never been to Go Ape before. The reactions we captured were real and raw (while others were just down right funny).
While shots like these were easily captured from the ground (or occasionally a nearby tree), others were a bit trickier to capture. In order to get the beautiful views of the tree-tops and really appreciate the landscapes our wind-in-your-face zip-wires travel over, we needed to go above and beyond – literally. The breath-taking shot of the zip wire crossing over the field was taken using a drone, and allowed us to really capture the wow-factor of our famous zips. Look out the final drone shot in the #TakeTheFirstStep advert.
We want to inspire you to #TakeTheFirstStep
All this hard work combined to make, what we think is, one tree-rific TV advert. Keep an eye out for our ad on the telly over the 6 weeks of summer and follow the #TakeTheFirstStep campaign on our social media channels. Or if you just can’t wait, check out the below:
We’re encouraging people to take their first steps by giving away free tree-time via Twitter and Facebook. Get involved and tell us who you would love to #TakeTheFirstStep with, and live life adventurously together!