There’s a nip in the air, and football season is officially underway, which can only mean it’s time for the NFL’s finest to get more air time: UGG is breaking its new campaign with Tom Brady, the New England Patriots quarterback and fashion plate. And Gillette is spoofing Green Bay Packer Clay Matthews’ signature move in a promotion for its Fusion ProGlide.
The Gillette effort, which will raise brand awareness for the razor as well as money for the Boys & Girls Club of America, urges fans to copy Matthews’ campy sack celebration pose, known as the “Predator.” In a contest scheduled to run through Sept. 27, fans can upload a photo of their version of the pose to Gillette’s Facebook page. With a goal of $100,000, each photo generates a $1 gift.
Matthews, who has been to the ProBowl three times, will appear in a new 30-second spot for the brand beginning next month, as well as in digital advertising and in-store merchandise displays.
And in its fall campaign, UGG Australia drafts Tom Brady’s inner Marcel Marceau, as he plays some imaginary airport football. The campaign, produced by M&C Saatchi Los Angeles, includes TV, print, digital display and online video, mobile, and social. The almost-wordless spot opens with a boy catching the QB’s attention and throwing him an invisible football. Brady catches it and starts a full-fledged football game, with actors wearing UGG for Men footwear, from rugged boots to casual shoes to sneakers. After the boy scores a touchdown, with a flamboyant flip worthy of an NFL receiver, the players resume what they were doing, as if it never happened.
The digital portion of the effort is scheduled to run CBS, Complex, Hulu, NFL, Pandora and YouTube, with print scheduled for Details, ESPN, GQ and the Patriots Yearbook. Out-of-home is also a major component, including a 225 foot-high painted image of Brady in New York City.