GoPro is launching its biggest ad campaign after a disastrous quarter

GoPro’s CEO Nick Woodman holds a GoPro camera in his mouth as he celebrates his company’s IPO at the Nasdaq MarketSite in New York, Thursday, June 26, 2014.

Image: Associated press/Seth Wenig

GoPro is launching its biggest advertising push to date one week after a disastrous quarterly report wiped out a good chunk of the company’s value.

The centerpiece of the campaign is the company’s first-ever scripted TV ad a 30-second compilation of user-shot videos and professional footage.

While the strap-on camera company has aired commercials in the past, they’ve all spotlighted extreme sports feats, wildlife encounters and other adventures filmed by the company’s devoted user base.

GoPro’s most recent ad breaks from that formula and aims for a more specific message.

It starts with a group of awed spectators photographing a desert sunrise, their view blocked by their own smartphone.

“Is this really being in the moment?” a narrator asks.

The gist of the ad is that people can’t really enjoy a good time when they’re constantly pausing to document their experience.

“Don’t stop what you’re doing to capture of what you’re doing,” the narrator says in what seems to be the tagline.

The spot, which makes its television debut Thursday, will run in the U.S. and several different markets around the world including Spain, Germany, France, Korea and Australia.

The company plans to expand the campaign with an additional series of digital video ads starting next month.

The ambitious effort comes just a week after lackluster sales over the past three months sent the company’s stock plummeting. Even before that, GoPro’s growth had been sluggish for months as demand for its products seemed to erode.

But founder and CEO Nick Woodman insisted on an earnings call last week that consumers remain interested in its rugged portable cameras and, more recently, consumer drones.

Yet a recall of 2,500 of its newly unveiled Karma drones this week spells even more hardship to come for the beleaguered hardware company.

The new ad was made in-house with help from San Francisco-based ad agency Goodby, Silverstein & Partners.

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