Clarks press ads use South African theme

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 18 April 1997 12:00AM

McCann-Erickson Manchester has unveiled its first work for the Clarks Springers sandals brand since winning the account after last year’s review.

McCann-Erickson Manchester has unveiled its first work for the

Clarks Springers sandals brand since winning the account after last

year’s review.



The new pounds 500,000 campaign drops the Clarks name for the first

time, but builds on the brand’s successful formula of shooting ads in

exotic locations. It comprises two press executions and a special

16-page brochure, all shot in South Africa.



The first execution shows a European woman with Lesedi Zulu warriors in

native dress. She is sporting a pair of Springers and is jumping in the

air in a traditional tribal dance.



The copy explains how the Lesedi walk across the veldt every day and

then dance together. They invite travellers to join in - and a pair of

light sandals is extremely useful. The strapline reads: ’In shoes as

light as Springers you feel ten feet tall.’



The second ad shows a woman in a safari suit swinging her arms and legs

at the head of a procession of baby elephants. The strapline reads:

’Sandals so light, you can believe they fly.’ The copy adds: ’It’s been

known for elephants with big ears to fly. But, for the more

down-to-earth traveller in South Africa, a light pair of sandals are the

next best thing.’



The Springers brochure, which is in diary format, is bound into the May

issues of She, Good Housekeeping, Options and Woman’s Journal. Shots

will also run as double-page spreads and single-page ads in subsequent

issues and magazines such as the Radio Times and You.



The ads were written and art directed by Wayne Stoud and Kevin

Preston.



Media planning and buying is through Universal McCann.



This article was first published on campaignlive.co.uk

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