St Luke's launches Clarks campaign

St Luke's is kicking off a new burst of activity for Clarks shoes

with a pounds 3 million national press and TV campaign building on its

'new shoes' strategy.

The four television spots use humour to develop the strapline first

introduced a year ago, which depicted the lengths to which people would

go to admire or protect their new shoes.

One commercial opens on a woman who appears to be holding a newly

christened baby. Her female friends cluster around her, cooing adoringly

at the bundle in her arms while their male partners raise their eyes

skywards. However, we then see that the bundle is not a baby, but a new

pair of Clarks shoes.

A second spot shows clothes being thrown out of a bedroom, indicating

amorous activity within. When a shoe follows a pair of jeans and skirt

into the hallway, a young man appears, looking furious, and proceeds to

examine the shoe anxiously for marks.

Each ad ends with the 'new shoes?' voiceover. The television ads are

supported by six press executions.

Hugh Croad, the marketing communications manager at Clarks, said: ''New

shoes' has proved that it strikes a chord with our customers. It's also

very fertile creative territory.'

The campaign was written by Ruth Jackson and art directed by Nick


It was directed by Mark Denton through Blink. The press ads were shot by

Mike Parsons. Media planning and buying is through Universal McCann


George Porteous, an account director at St Luke's, added: 'We are

confident that this new take on the new shoes campaign will continue to

drive strong sales for Clarks.'

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