Clarks Shoes is launching a £3 million national TV and press
campaign through St Luke's, building on its previous "new shoes"
The theme, first introduced last spring, focuses on the observation that
people can't stop looking at their new shoes to the exclusion of
everything else around them.
The campaign comprises four 20-second TV commercials and five press
executions, featuring key shoes from the autumn range.
Each execution is shot from the point of view of the new-shoe
While they are staring lovingly at their new acquisition, they are
oblivious to the mayhem unfolding around them, which the viewer hears
When they finally look up, they catch the end of the drama. All the
spots end with the familiar "New shoes?" voiceover.
The press ads are based on the same theme and will appear in national
supplements such as The Mail on Sunday and lifestyle titles including
FHM, Hello! and Prima.
The campaign was written by Matt Janes and art directed by Vic
It was directed by Frank Todaro through @radical.media.
The press ads were shot by Kate Plumb.