St Luke's promotes normal shoes for Clarks

St Luke's has created an ad campaign for Clarks that demonstrates how everyday shoes can be very fashionable.

The "Life's One Long Catwalk" campaign continues with a 40-second TV spot and five press and poster ads.

The ads lampoon the world of high fashion, with a crowd of fashion slaves feverishly following every move of the models as they perform mundane tasks on the catwalk while wearing Clarks shoes.

The crowd responds enthusiastically as the models perform everyday tasks including walking the dog, having a barbecue, trying to balance a handful of drinks and cracking open a beer while sitting in front of the television.

Universal McCann Manchester planned and bought the media. The TV burst kicks off on 3 October and runs until the end of the month on national terrestrial and satellite channels. The print campaign runs until December in the style press and national newspapers plus some more niche titles including Golf Monthly. This is supplemented with a four-week, 48-sheet cross- track campaign as well as a two-week, six-sheet outdoor burst.

"We wanted to move the campaign on and thought it would be ideal for Clarks if we created a catwalk where people doing the kind of things that happen in everyday life were the heroes of the runway rather than strutting supermodels," Jules Chalkley, a creative director at St Luke's, said.

The campaign was written and art directed by Chalkley and Nick Simons.

Paul Hunter of Exposure Films directed the TV spot and the print executions were photographed by David Drebin.

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