Clarks unveils new work by St Luke's

St Luke's has created a new ad campaign for Clarks shoes, branding them as "everyday chic".

The campaign continues to attempt to build the Clarks brand as stylish and modern fashion wear, as well as promoting the new spring/summer adult footwear range.

A 40-second TV spot breaks on national TV on 16 April and is supported in the style and fashion press by a print campaign running in April and May monthly titles.

The TV spot takes a tongue-in-cheek approach to everyday fashion and features people in a variety of mundane situations who have still taken pride in their appearance and dressed to impress.

A girl is shown waiting at an airport as the line "delayed flight chic" flashes up on screen. Girls waiting for a cab are labelled "mini cab chic" and a man climbing through his window is "locked out chic". The ad finishes with the strapline: "Clarks. Life's one long catwalk."

The print ads continue this theme - one execution, "chip shop chic", features two men outside a takeaway in their Clarks shoes.

Andy Palmer, the account director for Clarks, said: "People's awareness and interest about how they look, even in everyday situations, has increased dramatically. The 'Life's one long catwalk' campaign has capitalised on this trend and helped to establish Clarks as a legitimately fashionable footwear brand."

The ad was written and art directed by Jules Chalkley and Nick Simons.

Universal McCann handles media.

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