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  • 06.29.12

Oxelo Lovingly Demonstrates A New Breakthrough In Rollerblading–Being Able To Stop

Created by agency Fred & Farid Paris, “Hugs” pays homage to “those rollerbladers” who can’t seem to catch a brake.

Oxelo Lovingly Demonstrates A New Breakthrough In Rollerblading–Being Able To Stop

Hug a friend: How sweet. Hug a stranger: Just spreading the love. Hug a stranger/fence/dumpster because you kinda suck at rollerblading: Now you’re in awkward country. Cruising sidewalks and streets with eight plastic wheels strapped to your feet sounds like a splendid idea until a little thing like braking becomes a disastrous situation that can lead to bruised bodies or worse…bruised egos.

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So goes the logic behind French sporting gear brand Oxelo’s new line of rollerblades and its 30-second spot created by agency Fred & Farid Paris. In poetic slow motion, “Hugs” shows the consequences of not owning a pair of Diabolos and their new braking system through a medley of painful and painfully embarrassing embraces from rollerbladers who just can’t master the tricky task of stopping.

About the author

KC works covers entertainment and pop culture for Fast Company. Previously, KC was part of the Emmy Award-winning team at "Good Morning America" where he was the social media producer.

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