NEW YORK--(BUSINESS WIRE)--UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQ: DECK), will launch its new integrated media campaign entitled “For ___ For Men” for the fall 2013 season on Tuesday, September 3, 2013. The four-month long campaign will celebrate men from all walks of life who illustrate dedication, talent and passion in their day-to-day lives. Each month will present a different theme: For Game Changers, For Role Models, For Leaders, For Mentors. The campaign will also feature a new spot called “For Gamechangers,” featuring UGG for Men ambassador Tom Brady.
"We know that when men are comfortable, they are confident, and that confidence is what defines the UGG man,” said Nancy Mamann, Vice President of Marketing for UGG Australia. “The fall campaign opens up this insight and takes a closer look at the kind of men we are talking about, starting with Tom Brady.”
Link to “For Gamechangers” 60 second spot: http://www.youtube.com/watch?v=Ps25AKD-P_w
Link to “For Gamechangers” behind the scenes video: http://www.youtube.com/watch?v=QuwTY45ZMXI
Directed by award-winning filmmaker Spencer Susser, the “For Gamechangers” spot chronicles Tom Brady’s journey from high school athlete to Super Bowl-winning NFL player and consummate man of character. “The bus is one of my favorite places to be,” said Brady. “We have this focused energy that builds as we prepare for battle and there is a sense of camaraderie you can’t find anywhere else.” UGG brings this energy through the spot, which was shot on a custom-built 250-foot set on a sound stage in Los Angeles, which took almost two full weeks to design, fabricate, and erect.
“For Gamechangers” depicts Tom as he walks through what at first appears to be a team bus, but is later revealed to be a journey through the game changing moments in his life. Highlighting character-building moments from his youth, the spot starts at Junipero Serra High School, moves onto the University of Michigan locker room, through the 1999 draft, and the media craze of his Super Bowl Championship, and ends outside the stadium on game day. Great attention was paid to detail and authenticity in the spot. From using era-specific Junipero Serra football jerseys and baseball uniforms as well as University of Michigan helmets, to the depiction of Mr. and Mrs. Brady’s 1990’s era living room, each element adds the veracity demanded through the story of Tom’s journey, and provides intriguing discoveries for true fans of the game and the player.
The “For Gamechangers” spot will be accompanied by a print campaign featuring Tom Brady, and shot by the famed photographer and filmmaker Carter Smith whose cinematic-style editorials have appeared in GQ, Vogue, Allure and L’Uomo Vogue magazines, and who has directed commercials for clients such as Tiffany & Co., Tommy Hilfiger Fragrance, Lancôme and Lacoste. Smith’s first film, Bugcrush, received the Sundance Jury Prize in 2006 in Short Filmmaking, and his first feature film The Ruins, was released in 2008.
The “For ___ For Men” integrated campaign will run between September through December 2013 in Print, Digital Display (including Rich, Interactive Media and Online Videos), Out of Home, Mobile and Social. Print will run in Esquire, GQ, Complex and the Patriots Yearbook; out of home will focus on the New York, Los Angeles and Boston markets. Digital will play a large role in this campaign with paid pre-roll video running on CBS, CNE (Conde Nast Entertainment), Zefr and YouTube, along with rich paid digital on high impact sites including CBS Sports, Conde Nast, ESPN, Esquire, Flavorpill, FoxSports, Urban Daddy, Yahoo, Millennial Media, Spotify, GQ, Facebook and Twitter.
UGG for Men will concurrently launch a social media contest, inviting consumers to nominate their friends and colleagues as #uggmenofcharacter on Tumblr and Instagram, which will culminate in a $10,000 grand prize for the most votes submitted. UGG will kick off the contest in mid-September through a high profile launch event in New York City, highlighting some of New York City’s own #uggmenofcharacter nominees and luminaries.
The creative was produced by M&C Saatchi, Los Angeles, the media was planned and purchased by KSL Media, Los Angeles, Social Media support provided by 360i, and PR support provided by M&C Saatchi PR, New York.
All products will be available at www.uggaustralia.com, at flagship locations and at select retailers, worldwide. UGG Australia social media platforms include Facebook, Twitter, Vine, Pinterest in addition to a branded blog entitled Plush Hour.
ABOUT DECKERS OUTDOOR CORPORATION:
Deckers Outdoor Corporation (NASDAQ: DECK) strives to be a premiere 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. UGG® Australia, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO® and HOKA ONE ONE® are registered trademarks of Deckers Outdoor Corporation. For more information, visit www.deckers.com.
ABOUT M&C SAATCHI LOS ANGELES:
M&C Saatchi is the world's largest independent marketing communications group, with 26 offices in 18 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, digital marketing, social marketing, mobile, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing start-up in advertising history" by Adweek. The LA agency has produced iconic work for Ketel One, Crystal Cruises, Qantas, San Diego Zoo, New Mexico Tourism Department, Google, and the California Department of Public Health. For more info, please see www.mcsaatchi.com.
ABOUT KSL MEDIA:
An independent media services company, KSL Media has been helping entrepreneurial companies and challenger brands connect with their most valued customers since 1981. With offices in New York, Los Angeles, and Las Vegas, KSL manages media investments across numerous business categories for clients including Bacardi, Toshiba, UGG Australia, PetSmart, Frontier Communications, Guitar Center, Friendly's, Omega, Swatch, Phillips 66, Curacao Tourism Board, Sizzler, City National Bank, and Mercury Insurance. For more information, visit www.kslmedia.com.
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Ad Age recently named 360i the #2 Agency in the country in its 2013 A-List issue and also named it one of the "Best Places to Work" in Marketing & Media for two years running. Current clients include Oreo, Coca-Cola, Bravo and Diageo, among others. For more information, please visit blog.360i.com or follow us on Twitter @360i.
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.