St Luke's latest Clarks ads unveil new ranges

The footwear retailer Clarks is launching its spring and summer range with a national campaign through St Luke's.

The campaign includes television, press and posters, as well as point-of-sale activity at its 650 stores nationwide.

It aims to reinforce the repositioning of Clarks' as a stylish brand that provides fashion footwear for people's daily lives.

The 40-second spot, entitled "summer catwalk", was shot in Buenos Aires and shows a crowd of people walking in a street.

The city scene becomes a choreographed fashion show in which members of the public perform ordinary events, such as hailing a cab, removing their jackets or being served food, in perfect synchronised timing.

The spot, which launches on 18 April and will run for one month, uses the strapline: "Remember, life's one long catwalk."

Television is the traditional medium for the brand - TV accounts for around 75 per cent of the Clarks advertising budget.

"We have targeted Clarks' core audience of 35- to 45-year-old modern men and style seekers," Andy Palmer, a managing partner at St Luke's, said. "It is a very important time of year for the brand as this campaign launches its entire range for the summer. Television is the main medium; it is used twice a year and provides good national coverage for its network of stores."

A range of print executions will also run in Sunday supplements in newspapers such as The Sunday Times, and style magazines including FHM. The creative shows people in outdoor situations, such as walking along a pier and having their shoes scrutinised by a group of onlookers, as though the footwear were being modelled on a catwalk.

The television campaign develops the concept launched by St Luke's last September, which featured a smaller-scale catwalk scene. It replaced the "new shoes?" Clarks campaign, which were inspired by the importance people place on their appearance when they know they are being watched.

"We wanted to retain the same sense of fun from the last commercial, but felt we needed to amplify the idea by setting it in one large scene that shows everyone catwalking," Alistair Campbell, the copywriter for the campaign, said.

The campaign was art directed by Suzanne Hails and directed by Eric Rinsch through RSA Films. Media planning and buying was handled by Universal McCann Manchester.

Last month, St Luke's launched a new press campaign for the Clarks Originals brand. The creative, continuing the "doing our own thing" theme, featured the quirky Tokyo Ukelele Afternoon Club and the London Ladies Underwater Hockey Club.

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