NEW YORK--()--UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), is excited to announce the launch of a new integrated UGG for Men campaign for the Fall 2012 season featuring quarterback Tom Brady. Premiering on September 4, 2012, the new integrated campaign will include TV, Print, Digital Display and Online Videos, OOH, Mobile, Social, and PR.
“The Fall 2012 UGG for Men campaign continues to expand perception and showcase the variety of authentic products in the Men’s line”
The Fall 2012 campaign continues UGG Australia’s dedicated marketing support behind their men’s line, which launched Fall 2011. UGG for Men is defined by authenticity, confidence and effortless style. It brings together the iconic feel of UGG with styles made exclusively for men.
The creative campaign, produced by M&C Saatchi Los Angeles, illustrates the visceral duality that UGG footwear provides men by juxtaposing the comfortable, luxurious sheepskin inside with the rugged, masculine design outside. The breadth and depth of the Men’s collection is now extensive and includes year-around styles, such as: rugged boots, casual shoes, slippers, cold weather boots, cold weather accessories, sneakers, flip flops and more.
Directed by the Guard Brothers, the “Invisible Game” TV spot and online video showcases UGG for Men through Tom Brady who embodies the authentic, effortless style that is at the foundation of every product UGG makes. Tom Brady has the ability to bring millions of people together with the way he plays football. Whether you are a fan or not, you’re drawn to watching him. This spot highlights the unique effect he has on the world through the eyes of a boy, who happens to see him at the airport.
The “Invisible Game” spot is supported by product focused digital displays and OOH creative that works off the airport theme and highlights the different styles that all the male actors are wearing in the spot. UGG Australia wanted to convey the ruggedness, quality and comfort inherent in its footwear in situations where men are active and on the move.
“The Fall 2012 UGG for Men campaign continues to expand perception and showcase the variety of authentic products in the Men’s line,” said Connie Rishwain, President, UGG Australia. “What better way to illustrate this than with Tom Brady, a leader who truly embodies the brand.”
The TV spot will begin airing on September 4th as a lead up to the first of the NFL season on September 9th. The behind the scenes video for “Invisible Game” will release the week prior via social platforms and the UGG Australia site. The digital portion of the campaign will also run on CBS.com, Complex.com, Hulu.com, NFL.com, Pandora.com and YouTube.com. Print will include publications such as Details, ESPN, GQ and the Patriots Yearbook. OOH will run in New York City – including a 225 foot-high painted wall of Tom Brady at West 34th St and 8th Avenue – the painting of the wall will be captured in a time-lapse video – as well as tall walls, bus shelters and billboards in Boston and Los Angeles. The media was planned and purchased by KSL Media, Los Angeles.
UGG for Men Fall 2012 Featured Products:
HANNEN BOOT - With the classic UGG® feel on the inside, the Hannen fuses a ruggedly casual foundation with a hip, contemporary feel. Ultra-rich, oiled and waterproofed full-grain leather features lace-up front, leather pull tab detail, and exclusive Vibram® outsole for durability and traction. Signature UGG® sheepskin lining brings breathability, moisture-wicking benefits, and temperature control to a polished, yet relaxed, staple shoe.
HARTSVILLE BOOT - The Hartsville is a rugged casual boot made with rich full grain waterproof leather and authentic Twinface sheepskin and finished with a molded rubber outsole. Packaged with two interchangeable insoles, one leather and one sheepskin, that offer custom comfort.
BUTTE BOOT - The ultimate cold weather boot by UGG® Australia, the Butte is crafted to handle the harshest winter elements, the Men’s Butte pairs understated style with stay-dry technology. Cuffable, waterproof full-grain leather and ballistic nylon are finished with an exclusive Vibram® outsole with repeating-lug pattern. An eVent® membrane and moisture-wicking shearling lining offer the warmth and dry comfort characteristic of classic UGG®.
ASCOT SLIPPER - True to the UGG® tradition of laid-back luxury, the Ascot is famous for its supple feel and stylish indoor/outdoor silhouette. An icon of casual elegance, cozy suede with a moisture-wicking sheepskin lining and lightweight, molded rubber outsole.
All products will be available at www.uggaustralia.com, at flagship locations and at select retailers, worldwide.
ABOUT DECKERS OUTDOOR CORPORATION:
Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high performance outdoor activities and everyday casual lifestyle use. Teva®, Simple®Shoes, UGG® Australia, TSUBO®, Sanuk® and Ahnu® are registered trademarks of Deckers Outdoor Corporation.
ABOUT M&C SAATCHI LOS ANGELES:
M&C Saatchi is the world's largest independent marketing communications group, with 27 offices in 18 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, media buying, digital marketing, mobile, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principle of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing start-up in advertising history" by Adweek. The agency has produced iconic work for Ketel One, Crystal Cruises, Qantas, San Diego Zoo, UGG Australia, New Mexico Tourism Department, Google, and the California Department of Public Health. For more info, please see www.mcsaatchi.com.
ABOUT KSL MEDIA:
Founded in 1981, KSL Media is one of the first independent media services companies in America and specializes in helping entrepreneurial companies and challenger brands to acquire and retain their best customers. With offices in New York, Los Angeles, and Las Vegas, KSL manages media investments across numerous business categories for clients that include Bacardi, Toshiba, UGG Australia, PetSmart, Hard Rock Hotel & Casino, Guitar Center, Friendly’s, Oris Watches, ConocoPhillips, Anna’s Linens, Curacao Tourism Board, Sizzler, City National Bank, First Tennessee National Bank, Sapporo and Mercury Insurance. For more information, visit www.kslmedia.com
ABOUT M&C SAATCHI PR:
M&C Saatchi PR serves as the creative communications arm of M&C Saatchi Group. With several public relations offices around the world, including New York, London and Sydney, M&C Saatchi PR in New York specializes in four key practice areas: Consumer, Sports & Entertainment, Digital & Social Media, and Multicultural Outreach. For more info, please see www.mcsaatchi.com.