Building on the successful Fall 2011 launch of Ugg for Men and the company's first advertising campaign featuring quarterback Tom Brady, Ugg Australia sustains its momentum into Spring 2012 with an integrated creative
campaign that introduces new products, underscoring the collection’s
offerings for men. Debuting on Mar. 6, the new campaign is an
homage to the eclectic short film, entitled “The Chase,” and will
include Online Videos, Print, OOH, Digital Display, Social, Mobile,
Events, PR and Original Content.
Ugg is a division of Deckers Outdoor Corp.
The campaign will showcase Ugg's extensive line of men's product, including sneakers, boots, casual shoes, flip flops, accessories, outerwear and more. Because UGG has generally been viewed as a cold-weather footwear brand, the campaign was designed to showcase the brand's robust collection of year-round products, emphasizing Ugg’s sense of style for all seasons.
“We are thrilled about the growth of our Men's business and believe the integrated Ugg for Men Spring campaign will successfully build on that the momentum we started this past Fall,” said Connie Rishwain, president, UGG Australia.
“The Chase” is divided into two: 30 shorts that translate UGG for Men's authentic and effortless style into a timeless Spring narrative: The Road Trip. The story is told as a cinematic journey by M&C Saatchi Los Angeles and through the vision of director Gary Shore of Anonymous Content: two friends a man and a woman drive off in a Classic Pontiac GTO, running into obstacles and experiencing the adventure of the open road from Chicago to Los Angeles. Their aim is to complete an impossible mission: to chase the sun. With backdrops that range from the snowy weather of Chicago to the iconic coastline of Los Angeles, the protagonists capture both the essence and thrill of “The Chase.” Traveling fast enough in the direction of the sun, they will keep it in the sky long enough and catch it setting over the Pacific.
Inherently, a story entitled “The Chase” evokes suspense and expectation. To capitalize on this, the story has been split into two natural arcs that create intrigue and leave the viewer wanting more, asking, “How does it end?” The media strategy includes sequential targeting that will utilize cookies to seed Part One and then Part Two to consumers who already have viewed Part One. In addition, the videos will be available for viewing at www.UggAustralia.com, to instantly see how the story ends as well as allow end users to learn more about the brand and range of UGG for Men’s product offering.
“The Chase” campaign includes Online Videos, Print, OOH, Digital Display, Social, Mobile, Events, PR and Original Content. Media will launch with digital video on March 5, 2012 on Hulu, CBS.com, Pandora, Urban Daddy and www.UggAustralia.com. Print will include Complex, ESPN The Magazine, Esquire, GQ, Men's Journal, New York Times T Magazine, OOH running in both New York City and Los Angeles, and The Spring 2012 UGG for Men Online Videos, OOH, Digital Display and Mobile was produced by M&C Saatchi Los Angeles. The media was planned and purchased by KSL Media, Los Angeles.
Ugg for Men Spring 2012 Featured Products:
KALDWELL: Quickly becoming the quintessential spring chukka, the Kaldwell boasts a burnished nubuck upper and seersucker-inspired, cotton-striped lining. Providing lightweight traction, a custom- created Vibram outsole lends signature Ugg luxury.
BRACKEN: An easy slip-on sneaker, the Bracken Canvas features the classic sneaker silhouette refreshed for warmer weather. With a soft sheepskin heel counter and moisture-wicking Dri-lex sockliner, this sneaker showcases classic comfort and understated style.
VANOWEN: Laid back with a hint of luxury, the Vanowen combines an old-school feel with the contemporary comfort features of Ugg Australia. A soft sheepskin heel counter and moisture-wicking Dri-lex sockliner create the quintessential go-to sneaker for fall and beyond.
