Building on the successful Fall 2011 launch of UGG for Men and the company’s first advertising campaign featuring quarterback Tom Brady, UGG® Australia, a division of Deckers Outdoor Corporation, sustains its momentum into Spring 2012 with an integrated creative campaign that introduces new products, underscoring the collection’s offerings for men. The new campaign, which debuted on March 5, 2012, is an homage to the eclectic short film, entitled “The Chase”.
The breadth and depth of the Men’s Spring 2012 line extends beyond what most consumers believe about the UGG brand, consisting of sneakers, boots, casual shoes, flip flops, accessories, outerwear and more. Because UGG has generally been viewed as a cold-weather footwear brand, this 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 sec 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.
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.
UGG for Men Spring 2012 Featured Products:
KALDWELL: 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.
All products will be available at www.UggAustralia.com, at flagship locations and at select retailers, worldwide.
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-Phaon Spurlock, The Southern Gentleman
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