Havas-aligned ad shop Camp + King has been selected to lead the creative direction of the UGG Brand’s fall 2016 UGG for Men advertising campaign.
The new campaign will feature UGG brand endorser and star NFL quarterback Tom Brady of the New England Patriots.
The San Francisco-based agency said that the campaign would focus on digital and in-store channels.
“This campaign marks a shift in how we will communicate with men,” stated Morgan Halme, global marketing director for UGG for Men. Halme cited Brady’s leadership, confidence, drive and “effortless style,” as attributes that make him the right choice to promote the brand in the fall campaign.
“Everyone knows the chiseled, icy stare of the four-time Super Bowl champion Tom Brady,” said Roger Camp, founder and CCO at Camp + King. “But there is a more relaxed and very funny Tom who wears UGG slippers and kicks back when he’s off duty. With this new campaign, we're excited to share another side of him and celebrate the part of the day every man looks forward to: the right to do nothing.”
The UGG assignment is the latest in a string of new business wins for the agency. Last month C + K was appointed the new AOR for Energizer Holdings.
Also in January the shop won an assignment from the Sacramento Kings of the NBA after a competitive pitch. The shop’s first work for the Kinds is expected to launch this summer and will be a fully integrated campaign that includes digital, social, experiential and out-of-home media.