Building on its Fall 2011 launch of UGG for Men and the company’s first campaign featuring quarterback Tom Brady, UGG Australia, a division of Deckers Outdoor Corp., is introducing new offerings for men. Debuted 3/6, the effort is an homage to the eclectic short film, “The Chase,” and will include online videos, print, OOH, digital display, social, mobile, events, PR and original content.
Because UGG has generally been viewed as a cold-weather footwear brand, this campaign was designed to showcase the brand’s collection of year-round gear.
“The Chase” is divided into two: 30 shorts that revolve around The Road Trip. The story is told as a cinematic journey via M&C Saatchi LA. Media was planned and bought by KSL Media, Los Angeles.
Two friends – a man and a woman – drive off in a Classic Pontiac GTO, running into obstacles and experiencing the adventure of the open road from Chicago to Los Angeles. Their aim is to complete an impossible mission: to chase the sun. With backdrops that range from the snowy weather of Chicago to the coastline of Los Angeles, the friends capture both the essence and thrill of “The Chase.” Traveling fast enough in the direction of the sun, they will keep it in the sky long enough and catch it setting over the Pacific.
The media strategy includes sequential targeting that will utilize cookies to seed Part One and then Part Two to consumers who already have viewed Part One.
Media launched with digital video on Hulu, CBS.com, Pandora, Urban Daddy and UggAustralia.com. Print will include Complex, ESPN The Magazine, Esquire, GQ, Men’s Journal, New York Times T Magazine, OOH running in both New York City and Los Angeles.