Just when you thought avant-garde gadgets like GoPro couldn’t get any more progressive, they introduce something new: scripted TV commercials.

And GoPro has also shown that you don’t need a huge budget to do make your scripted TV dreams come true.

In a new initiative (and after a devastating quarterly report), the camera company launched its first-ever scripted TV ad – a 30-second combination of footage from its users and professional shots.

What makes this different, however, is its approach. GoPro footage is typically known for its action-packed sports footage – be it on top of a mountain biker’s helmet, attached to a zipline, or down a ski mountain. It’s also known for bizarre wildlife encounters.

It’s almost entirely user-based, rarely with any particular message other than that it’s extremely user-friendly and awesome to watch. But its most recent ad, however, breaks that chain of familiarity, sending out a specific message to its consumers.

A group of spectators photograph the sun rising in a desert, but their view is blocked by their smartphones. With the use of narration, the voiceover asks, “Is this really being in the moment?”, calling users to question whether and truly they are really living in that moment.

https://www.youtube.com/watch?v=O4IY0Ay63bQ

Running today for the first time on TV, the ad encourages users to “capture different” and be present in the moment. According to Mashable, GoPro may have plans to extend the campaign with a series of ads starting this December.

This scripted TV initiative comes after unimpressive sales over the course of the past few months, which plummeted the company’s stocks in the market. Before then, it had been awhile since GoPro had worked out the kinks for a new product.

And despite a recall of GoPro Karma drones reported to have been crashing from the sky,  CEO Nick Woodman insists on the remaining interest in the GoPro brand.

Is this a new era of GoPro, or has it reached its end? Only time will tell.

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