Welcome to Diverge

Subscribe to DIVERGE.

Dailey fundraising PSA Shows Dangers of Free-Range Derby Dolls

Posted May 25, 2017

Roller derby girls have taken over LA in a new ad from Dailey for the L.A. Derby Dolls. The ad is an attempt to keep the Dolls from losing their home.

The “Keep the L.A. Derby Dolls Rolling” video spot, created by the West Hollywood-based Dailey, imagines newly homeless Dolls in Los Angeles. Hip-checking an actor out of his awkward audition, swatting coffee out of a phone-gazing pedestrian’s hand, elbow-blocking a bicyclist along the Santa Monica Pier—the spot shows just how badly the team needs their home to stay out of mischief.

“We saw how hard the Derby Dolls are working to keep the ‘Dollosseum’ open,” says Bill Waldner, Managing Partner at Dailey. “The Derby Dolls are fierce, smart women who strengthen our community in so many ways. We wanted to do what we could to keep them in action – and out of trouble.”

The ad comes after the Oakland warehouse fire in December 2016. After the fire, the City of Los Angeles dramatically reduced the number of temporary special event permits issued to facilities including the “Dollosseum,” the converted El Sereno warehouse that has served as the Derby Dolls’ home since 2015. As an all-volunteer cooperative, the league relies largely on the proceeds from ticket sales to pay its expenses. The permit delay has resulted in numerous event cancellations, and left the Dolls in limbo.
“The Derby Dolls need a place to skate,” the ad warns. “Donate to help save their home. And keep ‘em off the streets.”

In January, the Derby Dolls established a GoFundMe account to raise the $119,500, to update infrastructure and bring the Dollosseum  up to code, and other expenses. So far, the league has raised nearly half of the needed amount. In an effort to help the Dolls, Dailey reached out to work on this probono ad.

“We read about their plight and wanted to find a creative way to help them out,” said Marcus Wesson, Executive Creative Director at Dailey. “Their mission of empowering women through sport is so important, especially in these times.”

“From start to finish they have actively worked with us to create a piece that not only gets the word out about our situation but also shows the public how fun and cheeky the L.A. Derby Dolls can be,” added WhoreChata (AKA Brenda Davidge), FreshMeat Skater and Head of PR.





Managing Partner – Jean Grabow

Managing Partner – Bill Waldner

Executive Creative Director –  Marcus Wesson

Creative Director –  Lori Jones

Creative Director –  Michael Miller

Content Producer –  Krissy DeRossi

Director/Editor – Nick Lovell

Production Company – Dailey Studio

Director/Editor – Nick Lovell