St Luke's campaign for Clarks builds on 'new shoes?' efforts

St Luke's has taken Clarks Shoes on to the global stage in its latest TV campaign.

The humorous campaign builds on the "new shoes?

drive, introduced in spring 2000, and will aim to prompt awareness of the latest spring/summer shoe collection for men and women.

It continues to highlight the behaviour prompted by the personal pleasure new Clarks owners feel, but the campaign has evolved, encouraging others to admire their shoes.

The two 30-second spots were shot in Vancouver by Jim Hosking through Partizan and aim to show how the "new shoes?

message has spanned the globe.

One commercial opens on a Siberian scene where a woman on a skidoo jets across frozen lakes to a cabin where she is met by excited friends who rave about her new shoes.

The ad cuts to a US pool hall, where male friends are playing pool. As one puts his foot up to play a shot, his friends spot his new shoes, prompting a bout of high-fiving. Another ad features new shoes scenarios in Japan and Germany.

Kate Stanners, the executive creative director of St Luke's, said: "Given that this is our fifth season of the new shoes campaign, we could capitalise on the popularity of the phrase and play on how this might translate into different cultures."

Media planning and buying is through Universal McCann Manchester. The campaign was written by Tom Childs and art directed by Ed Morris.

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