Clarks is launching a press campaign through St Luke’s which
continues its ’act your shoe size not your age’ theme.
The month-long push breaks in the Saturday supplements and in magazines
including Hello!, FHM and women’s monthlies.
The ads are split over two consecutive right-hand pages. The first page
shows pairs of shoes accompanied by the line, ’Clarks - what would you
do in our shoes?’
The following page reveals the people in the shoes to be real acrobats
tumbling and jumping, followed by the strapline: ’Act your shoe size not
The work aims to maintain the strategy of targeting a middle-youth
audience, encouraging adults to have fun despite being supposedly grown
St Luke’s first aired the ’act your shoe size’ campaign on TV in 1997
and followed it up with press work.
The new campaign aims to be more lifestyle-oriented. Previous work
featured the shoes rather than the people wearing them.
The work was written by Tim Hearn, art directed by Kate Stanners and
photographed by Tim Richmond. Media was through Universal McCann
Meanwhile, Walsh Trott Chick Smith has been appointed to handle the
pounds 2 million advertising account for K Shoes, the shoe brand owned
by C&J Clark, after a four-way pitch conducted through the AAR. The
incumbent, McCann-Erickson Manchester, did not take part.
Media buying remains with Universal McCann Manchester.