Mother takes its ’well stitched’ campaign for Kickers shoes on to
cinema screens next month with three new executions, all of which demand
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
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
Mother won the Kickers account after a pitch against five other agencies
last year. The business was previously held by Bates Dorland.