Risqué Ski Binding Ad Is Turning Heads

“Look Bindings knows that when things get spicy, you’ve got to be prepared for anything to happen,” says a deep, sensual voice during the advertisement. “Because when you click in, there’s no telling what you might be getting into.”

To most people, the word “protection” doesn’t conjure up images of infallible DIN 18 bindings. Instead, it usually refers to a pack of rubbers sheepishly purchased from 7/11 at midnight (climbing equipment, we suppose, could qualify, too).

Somewhere along the way, though, someone at the Look marketing department realized that condoms and ski bindings aren’t that different from one another. After all, both products are designed to keep us safe.
 
The brand recently shared another video that provided a behind-the-scenes look at this silly and seductive advertisement. Tap or click to watch below.

Sweetgrass Productions, producers of the smash hit ski film Valhalla, were behind the lens. Was the Look advertisement unlike anything they’d ever filmed? I'd assume so.

But longtime fans of freeskiing know that testing the boundaries of acceptability—usually in pursuit of a laugh—is nothing new. Butt naked ski laps, or BNs, as they’re affectionately known, are a time-honored tradition. The legendary Game of G.N.A.R, dreamt up on the slopes of Palisades Tahoe, California, was all about taking skiing un-seriously. Kudos to Look for keeping that spirit alive.

Oh, we almost forgot. Look is actually advertising a new product: the Pivot 2.0. The bindings, according to Look’s website, feature six characteristics: Bombproof Construction, Multidirectional Release, Longest Elastic Travel, Short Mounting Zone, 7 Touchpoints, and a Turntable Heelpiece. ​

Without burying you in additional ski shop jargon, the Pivot 2.0 is billed as a reimagination of its ever-popular predecessor, the Pivot. Why fix something that isn’t broken? In pursuit of re-perfecting perfection, according to another equally ridiculous advertisement from Look.