Clarks borrows style capitals' spirit in TV spots from St Luke's

St Luke's is launching a TV brand campaign for Clarks and, in a move away from its "Life's one long catwalk" campaign, it has created another way to communicate the enjoyment of everyday fashion.

The ads, which promote a new range of women's shoes, borrow the spirit and style of the world's fashion capitals -New York, Milan and Paris - and recast them as British towns and cities such as Nottingham and Preston.

In the first TV execution, a young woman leaves her apartment and is shown enjoying the buzz of typical New York street scenes: walking past dramatic city skylines, eating pretzels in the park and street vendors selling hot dogs.

Finally, steam is shown rising on the street, but it has come from a bucket of detergent being thrown out by a cleaner. As the camera zooms out it is revealed that the ad is set in Nottingham and the line "Nottingham is my New York" appears on screen.

The campaign breaks on national terrestrial and satellite TV on 1 October and will be backed by a print campaign, which will appear in the style press and national newspaper supplements.

The campaign was written by Andy Drugan and art directed by Simon Friedberg.

Steve Hudson at Outsider directed the TV ads and media planning and buying is by Universal McCann Manchester.