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.'