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.”
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.
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