Saucony’s Super Bowl spot begins with a rhetorical question: “What if the shoes we threw away, actually went away?” before announcing that the brand is developing its first biodegradable shoe, coming soon. It finishes with the statement, “It’s one small step towards reducing our footprint, for good.”
“Our creative is intentionally peaceful and uplifting,” said Don Lane, Saucony’s chief marketing officer. “We think the world needs more of this kind of goodness and that’s what we’re trying to stand for with our biodegradable product innovation and brand sensibility.”
Saucony and Boston-based advertising agency Arnold Worldwide worked with the visual effects production company Brickyard to make sure no shoes were wasted during the production, as the vast majority were Computer-Generated Images (CGI). All real shoes used in the spot were donated to the Boston Rescue Mission.