apparel

UGG Captures The Thrill Of 'The Chase'

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UGG Australia is launching an integrated campaign that is a homage to the short film, “The Chase.”

The campaign, which debuted March 5, includes online videos, print, out of home, digital display, social, mobile, events and public relations.

It builds on the fall 2011 launch of UGG for Men and the company's first ad campaign created by M&C Saatchi featuring quarterback Tom Brady. UGG Australia, a division of Deckers Outdoor Corp., introduces new products and underscores the collection’s offerings for men.

The campaign aims to emphasize the brand’s “authenticity, confidence and effortless style.” 

The depth of the men's spring 2012 line extends beyond what most consumers believe about the UGG brand – which is generally viewed as a cold-weather footwear. The line consists of sneakers, boots, casual shoes, flip flops, accessories and outerwear. The campaign was designed, emphasize UGG's sense of style for all seasons.

The fall effort started “an important conversation around the brand,” said UGG Australia Vice President of Marketing Nancy Mamann in a release. The spring campaign seeks to extend that conversation and targets men, she added.

"The Chase" is divided into two 30-second sports. The story, focusing on a road trip, 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. They run into obstacles and experience the adventure of the open road from Chicago to Los Angeles. 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."

The story is meant to evoke suspense and expectation. To capitalize on this, it has been split into two natural arcs that create intrigue and leave the viewer wanting more. The media strategy includes sequential targeting that will utilize cookies to seed Part One and then Part Two to consumers who already have viewed Part One. 

In addition, the videos will be available for viewing at www.UggAustralia.com, to instantly see how the story ends as well as allow end users to learn more about the brand and range of UGG for Men's product offering.

The media buy includes digital video on Hulu, CBS.com, Pandora and Urban Daddy. Print will include Complex, ESPN The Magazine, Esquire, GQ, Men's Journal, New York Times T Magazine. Out of home will run in both New York City and Los Angeles. The media was planned and purchased by KSL Media, Los Angeles.

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