Camera brand GoPro has been on the rise lately thanks to a content marketing strategy built on the backs and bikes and boards of extreme sports athletes. But for the brand’s most high-profile campaign—a Super Bowl spot to air regionally on Sunday—it’s opted for another kind of adrenaline rush: Parenting.
By the looks of a preview released Thursday, a GoPro camera has been mounted on extreme infant Charlie Ray’s baby walker as the 8-month-old works his way around the house. The ad marks GoPro’s first TV spot created exclusively with user footage.
GoPro will air the spot in nine markets at different times leading up to and throughout the game. New York, Los Angeles and Sacramento viewers will see it during the pre-game show. Denver viewers can check it out at kick-off. And folks in San Francisco, Portland, San Diego, Salt Lake City and Seattle can watch it during the game.
Until then, you can check out the teaser clip below.