Julian Clary to star in latest campaign for Start-rite shoes

Julian Clary has become the latest celebrity to covet a pair of children’s shoes in Grey Advertising’s campaign for Start-rite.

Julian Clary has become the latest celebrity to covet a pair of

children’s shoes in Grey Advertising’s campaign for Start-rite.

Clary appears in the new ad clutching a natty, multi-coloured sandal as

tears trickle from his eyes because the shoe is too small for him to

wear. The ad explains that Start-rite only makes shoes ’exclusively

designed for children’ - excluding even adults with a flair for


The ad is the third in Grey’s campaign featuring famous people trying to

wear the shoes - the other stars used were the model, Caprice Bourret,

and the rock singer, Bryan Ferry. The new execution develops the

campaign by showing Clary inter-acting with the object of his


The comedian was photographed by the portrait photographer, Terry O’

Neill, and the ad was art directed by Gary Woodward and written by Ivor


The pounds 500,000 campaign breaks on 1 March in the Sunday Times and

weekend supplements and will run in women’s magazines and the style

press throughout spring.

Caroline Deen, Grey’s account director on the business, said: ’We chose

a personality to go with the shoes and a photographer to get the best

out of the personality. Who would suit a princess shoe better than

Julian Clary? He is perfect because of his sense of style and he appeals

to upmarket mothers.’

Start-rite launched its campaign in last year to change consumer

perceptions of the brand as old-fashioned. Since then, it says that it

has ’substantially increased’ its share of a declining market.

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