Filmgoers get role in Kickers work

Mother takes its ’well stitched’ campaign for Kickers shoes on to cinema screens next month with three new executions, all of which demand audience participation.

Mother takes its ’well stitched’ campaign for Kickers shoes on to

cinema screens next month with three new executions, all of which demand

audience participation.



The first spot, ’re-seating’, asks cinema audiences to relocate

according to their height, with shorter people at the front and taller

viewers at the back of the cinema. Music is played to accompany the

reshuffle and the commercial ends with the campaign’s line: ’well

stitched’.



A second spot begins with an out-of-focus picture and asks the audience

to shout ’yes’ when ’focusing has been achieved’. It ends with a blurry

image and the words ’well stitched’ appear on-screen. The third ad

invites support for a goat charity.



All three commercials were created by Mother’s Mark Waites, Franklin

Tipton, Libby Brockhoff and Robert Saville. They were made in

collaboration with the design company, Spin, with media planning and

buying through Rocket.



The commercials build on a press campaign that breaks in the March

editions of selected magazines. An execution that appears in iD

introduces the reader to ’the sick and twisted world of cyberpet

torture, kidnapping, extortion and murder’.



Minx features a double-page spread that asks: ’Angry at the way club

lavs provide untold facilities for blokes and neglect the ’needs’ of the

ladies? Get your own back with our Khazi Confuser.’



The ad invites readers to cut out a ladies’ toilet sign and paste it on

to the men’s loo door to create the ’Kickers Khazi Confuser’. It advises

girls to ’find a good place to stand and watch’ and to ’swan past the

blokes bursting bladder club (for once)’.



A male equivalent of the Khazi Confuser appears in Loaded and offers

blokes who are unsuccessful with women the chance to get their own back

on their more popular male counterparts by putting a men’s toilets sign

on the door of the women’s toilets to disorientate their foes and make

sure they are ’given short shrift by the girlies’.



Saville commented: ’The branding comes to you after you are already into

the story.’



Mother won the Kickers account after a pitch against five other agencies

last year. The business was previously held by Bates Dorland.



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