Kristin Cavallari, the former star of reality TV show “Laguna Beach,” along with Wilmer Valderrama, Christina Milian, Rumer Willis, Josie Maran, Pete Wentz and Corbin Bleu will star in an ad campaign for surfwear Op, which was once based in Irvine.

The print, radio and online marketing push will debut in May. The campaign will surround Wal-Mart’s spring/summer launch of Op.  

Surfwear Ocean Pacific was based in Irvine before it shuttered its local headquarter operations last year after being bought by New York-based Iconix Brand Group.

The concept of the campaign is “OPen Road” and celebrates Op’s historical open road California lifestyle, which the brand has represented since the original launch in 1972, according to the company press release. 

In the Op ads, the celebs hang out at the beach, at a ghost-town ranch and hit the open road in a vintage VW bus. Bringing back Op’s signature heritage pieces from the 70s, but with a younger, hipper flair, the seven stars showcase the collection in upbeat, light-hearted scenes. They form a human pyramid, ride bikes and skateboards and play in the surf.  

A back-to-school ad will debut in August.

“The variety of stars we worked with in the campaign represents how broad the reach of Op really is,” Dari Marder, chief marketing officer for Iconix, said in a statement.

(Photo courtesy of Iconix.)

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Posted in: Celebrities • Walmart |

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