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Transcript of ad campaign
" IT FEELS LIKE
importance of craft and
Give men permission to buy into UGG
...and wear the products
age 20 - 30
Tell stories people want to be a part of.
Products become souvenirs of the story.
Guinness - Sapeurs
tells story and inspires
does not show product directly
JacksGap /YouTube Channel/
is our target audience
shows what young men like to do
Dior Homme ad
promotes a premium brand
is a masculine ad
UGG Store, Schuh and Office Shoes
Office Shoe - not a single pair of men shoes in stock whereas there was a large selection of women's styles
Schuh - not on the main display
- 2-3 pairs sold per week
UGG store - around 10 pairs sold per week
Based on Academic Research
"true masculinity is almost always thought to proceed from men's bodies"
men "inherit with masculine genes tendencies to aggression, family life, competitiveness, political power, hierarchy, territoriality, promiscuity and forming men's club"
" Manhood is a kind of male procreation: its heroic quality lies in its self-direction and discipline, its absolute self-reliance - in a word in its agential autonomy."
Connell, 2005, p.45
Connell, 2005, p.46
Gilmore, 1990, cited in White, 1997, p.17
Based on previous campaigns
previous campaign did not come up to the expectations
sudden increase of sale
after a while, there was decrease again
According to Research:
placing famous personality into an advert does not mean that it would be successful
menswear should be displayed in the different way, and so that customers could easily find it
a "real" man makes his own decision, has discipline, is competitive
Connell, R. W., 2005.
2nd ed. Berkeley, CA : University of California Press.
White, S. C., 1997. Men, masculinities, and the politics of development. In: C. Sweetman, ed. 1997.
Men and Masculinity.
Oxford: Oxfam. pp. 14- 22
"Believe you can and you're halfway there."
What goal do men have in their 20s - 30s?
they want to be successful in their life
they want to take their own decision
they want to gain respect
they want to live and enjoy their life
...but how to do it?
it means that success is a state of mind and it is up to you to choose how you will achieve what you want
a part of those choices
...and so the TV ad is:
a man who is wearing a suit goes to his car, opens the door
he sits down, loosens his tie, unbuttons his shirt /to get the idea that he is done with his job for the day/
he fires the engine up
close up on his eyes ...
...through them we can see his memories
the ad would be a flashback from his life, from the present to the past showing:
his day at work
a breakfast with his wife
him giving a kiss to his kids
...the footage starts getting faster and showing him:
having fun with his friends
playing football outside
having a date
doing something crazy with his friends
the camera frame pans and stops at the point where he is sitting in a class and teacher is asking his students what they want to gain in their lives
and he writes down
I want to succeed
...and the slogan is:
social media will carry the story of success
important personalities (artists, CEOs, people successful on their fields) will through the # tell the story of their life choices thank to which they are successful
/based on survey/
out of home advertising
magazines: Maxim, Men's Health, Men's Vogue (high numbers of sold copies)
social networks: YouTube (TV ad), Twitter and Instagram (#LiveByCHOICE), Facebook ( TV ad, page, #LiveByCHOICE, poster)
OOH advertising: billboards, bus stops / for instance: Oxford st., Regent st., Bond st./
shopping malls: Westfield
Through the set of questions, I have found out:
respondent are our target audience or younger
when buying shoes, their decisions are based on price, quality and style
the majority of respondents have not heard about UGG menswear collection
Converse and Nike are the leading brands among young people
respondents prefer spending their spare time on the internet or going out
the majority of them spend daily on the internet around 3-5 hours
*Moreover, in each scene would be a focus on UGG shoes or accessories
* this picture is just a draft to show an idea
the poster would be simple in relation to the TV ad
it would be published in the print magazines and OOH advertising
one bus stop from OOH advertising would have an interactive poster
there would be a question "What do you want to gain in your life?"
people would use #LiveByChoice to answer the question and their answers would be shown on the screen