Ugg Australia, a division of Deckers Outdoor Corporation, announced the launch of a new integrated Ugg for Men campaign for the Fall 2012 season featuring quarterback Tom Brady. Premiering on September 4, 2012, the new integrated campaign will include TV, Print, Digital Display and Online Videos, OOH, Mobile, Social, and PR.
The Fall 2012 campaign continues UGG Australia’s dedicated marketing support behind their men’s line, which launched Fall 2011. UGG for Men is defined by authenticity, confidence and effortless style. It brings together the iconic feel of UGG with styles made exclusively for men.
The creative campaign, produced by M&C Saatchi Los Angeles, illustrates the visceral duality that UGG footwear provides men by juxtaposing the comfortable, luxurious sheepskin inside with the rugged, masculine design outside. The breadth and depth of the Men’s collection is now extensive and includes year-around styles, such as: rugged boots, casual shoes, slippers, cold weather boots, cold weather accessories, sneakers, flip flops and more.
Directed by the Guard Brothers, the “Invisible Game” TV spot and online video showcases UGG for Men through Tom Brady who embodies the authentic, effortless style that is at the foundation of every product UGG makes. Tom Brady has the ability to bring millions of people together with the way he plays football. Whether you are a fan or not, you’re drawn to watching him. This spot highlights the unique effect he has on the world through the eyes of a boy, who happens to see him at the airport.
The “Invisible Game” spot is supported by product focused digital displays and OOH creative that works off the airport theme and highlights the different styles that all the male actors are wearing in the spot. UGG Australia wanted to convey the ruggedness, quality and comfort inherent in its footwear in situations where men are active and on the move.
“The Fall 2012 UGG for Men campaign continues to expand perception and showcase the variety of authentic products in the Men’s line,” said Connie Rishwain, President, UGG Australia. “What better way to illustrate this than with Tom Brady, a leader who truly embodies the brand.”
The TV spot will begin airing on September 4th as a lead up to the first of the NFL season on September 9th. The behind the scenes video for “Invisible Game” will release the week prior via social platforms and the UGG Australia site. The digital portion of the campaign will also run on CBS.com, Complex.com, Hulu.com, NFL.com, Pandora.com and YouTube.com. Print will include publications such as Details, ESPN, GQ and the Patriots Yearbook. OOH will run in New York City including a 225 foot-high painted wall of Tom Brady at West 34th St and 8th Avenue the painting of the wall will be captured in a time-lapse video as well as tall walls, bus shelters and billboards in Boston and Los Angeles. The media was planned and purchased by KSL Media, Los Angeles.
