M&C Saatchi is launching UGG’s first-ever global marketing campaign, entitled “This Is UGG,” which enlists the help of veteran brand ambassador Tom Brady in the brand’s latest effort to change its perception as the official fuzzy boot of Starbucks-toting girls everywhere.
Launching today, the campaign focuses on life’s smaller moments, centered around the 60-second spot “Time Out.” In the spot, Brady shares the message that in life you only get so many time outs and you need to make them count, because you can’t back pocket them or carry them over to another day. Tom’s voiceover plays out over a scene of him driving to play golf with his father, a pastime the two have shared since Tom was old enough to play. Another spot, featuring Brady and his mother, is set to follow in October, with a third entitled “Down Time” arriving in December.
“For the new UGG for Men campaign, we started with this premise: small moments can carry as much weight as the big moments,” explained Nancy Mamann, vice president of marketing for UGG Australia. “We conceptualized the spots to capture authentic moments that relate to men across the world. For Tom Brady in particular, we explored his life off the field, along with more personal settings, to show some of the moments that he considers meaningful.”
Whether that will convince men to rush out and buy UGG remains to be seen. Stick around for behind-the-scenes footage after the jump.
Client: UGG Australia
Title: “Time Out”
Agency: M&C Saatchi Los Angeles
Executive Creative Director: James Bray
Creative Directors: Ron Tapia
Creative Team: Stephen Reidmiller, Jamie Dos Santos
EVP Director of Operations: Rachel Nairn
Account Director: Christy Shannon-Hayes
Account Supervisor: Makeia Carrier
Producer: Jen Weinberg
Production Company: HSI
Director: Brendan Malloy
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