A great ski day should be simple: more time on the mountain and less getting in the way. This ski season, Arapahoe Basin (A-Basin) is embracing that idea with “No B.S. Just Skiing.,” developed by its creative agency of record, Cactus. The campaign builds on a platform introduced last season, celebrating A-Basin as a mountain built around skiing and turning its “for the locals” feel into a point of pride for skiers who come for adventurous terrain and more time on the slopes.

Two :30 spots feature a quirky, straight-talking spokesperson who brings A-Basin’s no-frills attitude to life from the base of the mountain. In “Focus Group,” skiers are asked what they really want, and their wish list is simple: just skiing and snowboarding. In “Tickets,” the mustachioed spokesperson makes a pitch for keeping things simple, including the commercial itself, since that money is better spent on keeping ticket prices low. Two :15 vignettes, “Lift” and “Food & Beverage,” support the campaign by highlighting a short trip to the lifts and straightforward food options.

The work builds on a simple insight from Cactus’s research: after putting in the effort to plan and gear up for a day on the slopes, people want to feel that the skiing was worth it. As A-Basin enters its 80th year, the campaign celebrates the mountain’s longstanding personality while giving skiers a reason to make it part of their plans early in the season.