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.