The first round of TV spots support the chain's children's range - a tactic Clarks hasn't used for ten years. They show children letting rip and dancing around to rock classics. The campaign is aimed at demonstrating to parents that Clarks makes a wide range of shoes, not just ones suitable for school.
The late summer and early autumn selling period is crucial for Clarks, and this campaign is also backed by another TV ad promoting the eight- to 12-year-old Bootleg range. All media was planned and bought through Universal McCann Manchester.
In one of the ads a little girl bounces around on her mum's bed to Plastic Bertrand's euro-punk track Ca plein pour moi. The second shows a small boy dancing through his house, wearing headphones and singing along to OMD's Electricity. Each of the ads ends with the strapline: "For every kid there's a shoe that fits."
In the promotional ad for Bootleg, offering a watch for £5 with every purchase, Captain Cobblers tries to save his beautiful sidekick, Linda Luscious, from the evil clutches of Doctor Procter. However, he fails because he doesn't have a watch.
The media director at Universal McCann Manchester, Mark Jones, said the ads were targeting parents with young children as well as the children themselves. "TV is a highly compelling and motivating medium for the messages Clarks are getting across to consumers, he said.
Captain Cobblers will run during childrens' programming hours, with the main branding work spanning daytime and evening airtime.
Captain Cobblers was written by Suzanne Hails, art directed by Alistair Campbell and directed by Edgar Wright at Godman. The main branding campaign was written by Nick Simons, art directed by Ruth Jackson and directed by Lisa Rubisch at Harry Nash.