UGG decides to “Do Nothing” to appeal to men
UGG may not be perceived as a men’s brand, per se. The company’s fuzzy/suede boots and shoes are more likely to be seen on Millennial fashionistas and model types rather than guys. But that hasn’t stopped the brand from using its one recognizable male model – quarterback Tom Brady – to push its UGG for Men line.
Brady is back and this time he’s joined by New England Patriots teammate Julian Edelman and veteran actor and singer, the Dude himself, Jeff Bridges, for a tongue-in-cheek campaign, “Do Nothing,” by Camp + King.
The first ad, “Song,” features Bridges playing guitar and singing a soft “Buffalo Gals” while Brady sleeps with his UGG mid-cut boots on a couch by the fire in a swanky man cave somewhere. Bridges decides to strum loudly the second verse through, comically waking an angered Brady from his slumber.
The ad and campaign are meant to celebrate the “art of doing nothing” and it was inspired by a Brady social media post.
“The idea of ‘Do Nothing’ started last fall when I had a rare Sunday to watch football, since we opened the season on a Thursday night. I relaxed on the couch wearing my favorite UGG slippers. I posted a photo on Facebook and it was history from there,” said Brady, the UGG for Men brand ambassador for the past six years, in a press release. “As an athlete I know firsthand the importance of sometimes taking time out to do nothing – it helps me recharge and perform when I’m on the field.”
Jamie King, Founder & CEO of Camp + King stated on #DoNothing that, "Our creative team was inspired by Tom's Facebook post: UGG slippers on, feet-up and him doing nothing. This sparked the idea that instead of telling men to run faster or play harder, we would do the opposite and give men permission to do nothing.”
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Subsequent 30-second ads will feature Brady relaxing while Edelman, in comfy UGG slippers, defeats boredom through hitting golf balls inside, popping bubble wrap, making smoothies and doing pushups; Bridges doing a soft shoe dance in his UGG slippers; and Bridges being catered to by drone robots.
Since partnering with Brady, the men’s business has grown over 150 per cent and this season the brand looks to build on its success with a collection of over 150 styles ranging from weather boots to slippers.
“Tom’s leadership on and off the field continues to depict what the UGG for Men brand stands for – authenticity, confidence and style,” said Rob Koenen, Vice President of UGG for Men and Kids. “With the help of Jeff and Julian, this new campaign celebrates a state of mind that every man can relate to while also showcasing the lighter side of the brand that hasn’t been seen until now.”
AGENCY: Camp + King
Creative Director/CW - Jesse Dillow
Creative Director/AD - Rikesh Lal
Director of Content Production - Stacy McClain
Brand Director - Emily Dillow
Brand Manager - Kelsey Towbis
Roger Camp - Chief Creative Officer
Jamie King - Chief Executive Officer
PRODUCTION: Biscuit Filmworks
Director: Jeff Low
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Adrianne McCurrach
Director of Photography: Damian Acevedo
Production Designer: Stephen Sumney
Heads of Production: Rachel Glaub & Mercedes Allen Sarria
Editorial: Jim Hutchins - HutchCo Technologies
Executive Producer: Jane Hutchins - HutchCo Technologies
VFX /Finishing: Austin Hickman-Fain - Finishing Line
Color: Sean Coleman - Company 3
Sound: Joaby Deal - One Union Recording