Building on the successful Fall 2011 launch of UGG for Men and the company’s first advertising campaign featuring quarterback Tom Brady, UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), sustains its momentum into Spring 2012 with an integrated creative campaign that introduces new products, underscoring the collection’s offerings for men. Debuting on March 6, 2012, the new campaign is an homage to the eclectic short film, entitled “The Chase,” and will include Online Videos, Print, OOH, Digital Display, Social, Mobile, Events, PR and Original Content.
UGG for Men personifies authenticity, confidence and effortless style. The breadth and depth of the Men’s Spring 2012 line extends beyond what most consumers believe about the UGG brand, consisting of sneakers, boots, casual shoes, flip flops, accessories, outerwear and more. Because UGG has generally been viewed as a cold-weather footwear brand, this campaign was designed to showcase the brand’s robust collection of year-round products, emphasizing UGG’s sense of style for all seasons.
“We are thrilled about the growth of our Men’s business and believe the integrated UGG for Men Spring campaign will successfully build on that the momentum we started this past Fall,” said Connie Rishwain, President, UGG Australia.
“The Chase” is divided into two: 30 shorts that translate UGG for Men’s authentic and effortless style into a timeless Spring narrative: The Road Trip. The story is told as a cinematic journey by M&C Saatchi Los Angeles and through the vision of director Gary Shore of Anonymous Content: two friends – a man and a woman – drive off in a Classic Pontiac GTO, running into obstacles and experiencing the adventure of the open road from Chicago to Los Angeles. Their aim is to complete an impossible mission: to chase the sun. With backdrops that range from the snowy weather of Chicago to the iconic coastline of Los Angeles, the protagonists capture both the essence and thrill of “The Chase.” Traveling fast enough in the direction of the sun, they will keep it in the sky long enough and catch it setting over the Pacific.
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