Gertrude Inc./Chicago has just completed what is indeed a flashy new commercial for a line of flashy L.A. Gear sneakers with flashing lights embedded in their heels, collectively known as the L.A. Lights Collection. The TV spot features the flashy movements of four young members of the Borjas family, a.k.a. the Chi-Town Finest Breakers, who do a fine job of showing off the shoes and their own deft dance moves.
The four dancing stars are Lucio, Alazaie, Santos and Enrique Borjas.
Gertrude Inc. also brought on board an extended team of talented individuals and firms to create the spot called "Step into the Lights." They include director Jay Patton of Dictionary Films, copywriter Peter Toutant, motion designer and editor Chris Anderson of Sol Design, editor Christopher Gotschall of Cutters Editorial, and music composer Mark Share of Easyfeel. Overseeing all aspects of the effort was Gertrude chief creative officer Otis D. Gibson.
"Step into the Lights" is being released to coincide with the ramp-up to the all-important holiday selling season. L.A. Gear was originally founded in 1979 to market and rent roller skates in Venice Beach, Calif. It expanded into footwear in the mid-1980's and was re-introduced to the marketplace in December, 2008.