Clarks is returning to TV screens for the first time in two years,
with a pounds 3 million campaign through St Luke’s.
The work aims to focus more on the product and show the ’feel-good’
factor associated with buying new shoes. It follows the more generic
’act your shoe size’ campaign that ran last year.
Two 30-second ads and three ten-second ads feature a series of vignettes
showing how people behave after buying new shoes.
One ad opens with a man sitting in a restaurant. When his companion
leaves the table, he lifts up the tablecloth to peek at his new shoes.
It then cuts to a woman walking along the street, lifting up her feet so
that she can see the reflection of her shoes in shop windows. The ad
ends with a man avoiding kicking a ball back to a group of children to
prevent scuffing his shoes.
A voiceover accompanies a lingering shot of a pair of shoes in their
Clarks box, asking ’new shoes?’ followed by a saucy gasp.
George Porteous, the account manager at St Luke’s, said: ’Clarks doesn’t
just make sensible shoes. It has some great new designs that will come
as a surprise to those who think they know all about the brand.’
Another execution features a young woman lingering suspiciously in a
ladies’ loo. When the coast finally clears, she is seen standing on a
toilet seat to check out her new shoes in the mirror.
Hugh Croad, the marketing and communications manager at Clarks, said:
’We are really pleased that ’new shoes’ researched so well. The
light-hearted but stylish tone of the ads makes people realise there is
more to Clarks than well-fitted school shoes.
The TV campaign will be complemented by a series of press ads and
in-store activity that collectively will attract new consumers and
create a buzz around the brand.’
The ads were written by Ruth Jackson, art directed by Nick Simmons and
directed by Paul Gay through Outsider. Media is by Universal McCann