Ugg Australia, a division of Deckers Outdoor Corporation, unveiled its first broadcast commercial, part of an integrated multi-media marketing campaign to support its men's collection. Featuring quarterback Tom Brady and music by Mos Def, the “Steps” spot will air nationally on Monday Night Football on ESPN on September 12 and is the lead component of a campaign that includes additional TV, online digital, national print and outdoor media and showcases the brand's range of men's footwear as well as select outerwear, apparel and accessories.
“Launching our men's campaign with TV illustrates the commitment we have to this initiative and to our partnership with Tom Brady,” said UGG Australia president Constance X. Rishwain. “Working with Tom allows us to celebrate the heritage of UGG and at the same time introduce it to a new generation of modern men like him who appreciate great design paired with the UGG 'inside' experience.”
The three-time champion stars in a :30 second spot called “Steps” with music by hip hop artist Mos Def that can be seen on Monday Night Football and launches across online digital media platforms including ESPN.com, CBS.com, Pandora, Hulu and Brightroll on September 7. The “Steps” spot follows Tom Brady through the steps of his life. Wearing a variety of UGG Men's footwear, viewers follow him on his journey through changing seasons and environments that ultimately lead to the stadium.
The spot was shot on location in Los Angeles by Icelandic directing team the Snorri Brothers. Using their invention, The Snorri Cam – a camera that is attached to a weight belt and stabilized at the hips – they were able to capture one-of-a-kind imagery. National print featuring Brady includes GQ, Esquire, Details, ESPN the Magazine and Men's Journal, while outdoor media can be seen in New York, Boston and Los Angeles. Three other campaign spots -“Drums”, “1000 CCs” and “New York City”, will air online and focus on the featured Fall/Winter 2011 product in the collection.
The distinctive and stylish products featured in the campaign include the Roxford twinface sneaker, the Rockville motorcycle inspired boot, the cold weather Butte boot, the rugged Stoneman boot and the Ascot slipper. “Our goal is to introduce men to the UGG experience through this campaign by pairing the rugged, masculine design sensibility of our collection with the unique comfort you get only when you put your foot inside our shoes and take a few steps,” continued Rishwain. The products features UGG craftsmanship paired with the premium twinface sheepskin that delivers the ultimate UGG experience, and is available at retailers worldwide and at www.uggaustralia.com.