Clarks set to extend 'new shoes' theme via £3m promotion

Clarks Shoes is launching a £3 million national TV and press

campaign through St Luke's, building on its previous "new shoes"

idea.



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

devotee.



While they are staring lovingly at their new acquisition, they are

oblivious to the mayhem unfolding around them, which the viewer hears

off camera.



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

Polkinghorne.



It was directed by Frank Todaro through @radical.media.



The press ads were shot by Kate Plumb.



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