Wieden + Kennedy, New York worked with Production League Of America director Evan Bernard to create the TV commercial component to the Summer XGames campaign, "No Shirt, No Shoes, No XGames."

Appropriate to the cutline, the seven spots are set inside a generic convenience store and in the parking lot. Set to a skate-punk soundtrack, the spots feature XGames athletes including pro-skate legend Tony Hawk, BMX star Ryan Nyquist, Eric Koston, Bucky Lasek, Dave Mirra, TJ Lavin, Matt Hoffman, Tommy Clowers and Carey Hart. "Anthem" features splices of action and scenes from the rest of the spots cut to the punk score. "Hot Dog" has two XGamers watching hotdogs slowly revolve inside the store. "Icee Perfect" has Nyquist instructing two pupils on how to pour the perfect Icee. "Bathroom Key" has another XGamer haggling with the clerk over the bathroom key, while "Jerky" uses a similar interchange involving a "you touched it, you bought-it" approach to preserved meat product sales. "Policeman" has a pack of extreme athletes sitting on the hood of a classic muscle car in the parking lot; a cop tells them to move and an argument ensues before the skaters escape. "Tow In" has the group using motorbikes to tow them and their skates over a ramp in the parking lot.

Agency producer on the campaign was Chris Noble. Creative directors Ty Montague and Amy Nicholson worked with art director Matt Stein and copywriter Kevin Proudfoot. Jo Ann Thrailkill of the Production League (a division of Chelsea Pictures) exec produced the campaign and Franny Freiberger line produced. DP was Scott Henriksen and Jon Stefanssson of Ghostlight Editorial cut the spots.

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