Killer Loop Taps Gyro

Gyro Advertising has been selected by Killer Loop Eyewear to handle its $5m account.

Gyro's ads will run in the U.S. and overseas with the tagline, "You crazy bastard," aimed at young consumers who view themselves as a little wilder than their peers. The Philadelphia shop-which specializes in "the cutting edge of the mainstream," according to Steven Grasse, chief executive officer of the agency-will break its first US ads for the client next month. The print ads will run in magazines such as Spin and RayGun.

Douglas Scott, general brand manager at Killer Loop, said there was no formal review, but the client did talk to other shops. They included Edward J. McElroy Advertising in Los Angeles, which was already handling point-of-purchase work for the brand.

"Gyro seemed to be the obvious choice for our first real advertising campaign," Scott said, "because of their ability to penetrate the 20-something market." The account joins Puma as the second international assignment at Gyro. Media buying will be handled by other agencies on a country-by-country basis, although Gyro will not take on media planning.

On running an international account from his one-office agency, Grasse said, "We have no idea how it's supposed to be done, so we're just doing it the way we think we should."

Killer Loop is popular in Japan and Australia, but needs to raise its profile in the U.S. "I think we were chosen because the U.S. is where they need the most work," Grasse said.

Bausch & Lomb bought the company from Benetton Group in a deal that closed several weeks ago.