St Luke's ad talks fashion for Clarks

The world turns into one big catwalk as part of a new television campaign for Clarks from St Luke's.

The 40-second spot aims to capitalise on people's desire to look good all the time, and shows a world where ordinary people strut around as if they were models on a catwalk. The strapline is: "Remember, life's one long catwalk."

The campaign was created as a continuation of the brand's previous "new shoes?" work, which showcased Clarks' improved product range and acted as a recruitment tool for the brand.

The spot, which goes on air on 27 September, was written by Alistair Campbell and art directed by Suzanne Hails. It was directed by Blue Source through Blink Productions. Media was planned and bought by Universal McCann Manchester.

Hails said the aim of the spot was to show how any situation was an opportunity for Clarks wearers to showcase themselves. TV is the traditional medium for the brand, which recently used a high-profile TV campaign to advertise its range of children's shoes.

Clarks' marketing and communications manager, Ted Hart, said: "We aim to provide everyday fashion footwear for people's real lives. The 'catwalk' idea is a great way of communicating this, and that Clarks is part of the wider fashion world without taking the whole thing too seriously."

The St Luke's creative director, Kate Stanners, said: "In 'catwalk', Clarks is able to talk fashion as it keeps its tongue firmly in its cheek, in a tone which has become synonymous with the brand through our previous campaigns."

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