St Luke’s unveils Clarks TV spots

Clarks is returning to TV screens for the first time in two years, with a pounds 3 million campaign through St Luke’s.

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

Manchester.