Reuel Golden

Has anyone heard of these three outdoor activities: bike polo, zorbing and trike racing? Us neither. But they are all featured in a print campaign for the Toyota Sequoia created by Saatchi & Saatchi, LA and photographed by local shooter Craig Cameron Olsen.

The tagline for the three shot campaign is " Anything But Ordinary," and according to art director Erek Vinulan, the ads "pay homage to anything but ordinary families that do anything but ordinary family activities. Not the kinds of weekend activities most people expect like camping or surfing, we chose the more unexpected kind of outings like bike polo etc."

The ads are a montage of action, lifestyle and car shots all blended together in a way that conveys a real sense of a family having fun together. The fact that these are true-life families and not models chosen from numerous casting sessions notches up the credibility factor of the campaign. The ads were shot around the greater LA area as the same time as the TV commercials, so Olsen had to get his shots in between and after takes.

Vinulan was impressed with Olsen's contribution:"Craig came off highly recommended for the work he did on the FJ Cruiser campaign. He has a great eye for working with natural light, a keen sense of composition and is a powerful storyteller. We wanted the campaign to have a documentary/photo journalistic feel and Craig was the perfect fit. He has the uncanny ability to be at the right place at the right time. When we went through the pictures after the shoot we were blown away with the variety of shots we had."

The ads are appearing in a diverse range of publications until the fall including such titles as Real Simple, Runners World and Rolling Stone and that's just the magazines starting with the letter R. Final question: What exactly is zorbing?