Creative Ugg Camp + King

UGG decides to “Do Nothing” to appeal to men


By Kyle O'Brien, Creative Works Editor

September 13, 2016 | 4 min read

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.”

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

Creative Ugg Camp + King

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