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By Amy Houston, Senior Reporter

January 17, 2023 | 2 min read

The video ad highlights the iconic shoemaker’s original factory in Wollaston, England and introduces the talented makers.

Founded in 1947, Dr Martens have been a staple in many people’s wardrobes throughout the years. In its latest promotional film, the brand hopes to showcase the level of care that goes into creating its footwear.

In the short behind-the-scenes-style film titled ‘Made in England’, viewers see various employees talking about their role within the company and what it means to them.

The opening shot features a voiceover that sets the tone for the rest of the ad: “I’ve got an eye for detail and I like things to be right. Every single pair is different when you use real leather.”

It’s the first piece of content from the recently appointed creative agency Acne and will run across multiple locations, including the US and Europe, over the next few months.

Kate Murphy, executive creative director at Acne, said: “We wanted to show the community, craft and love that’s behind one of the UK’s most iconic brands. Traveling to the original factory in Wollaston, we captured the people who make these boots and shoes every day, enabling us to show the crafting process in its rawest and loudest form. We are super proud of this piece of work.”


Agency: Acne London

Executive creative director: Kate Murphy

Producer: Jack Howard

Producer: Daisy Bambridge

Creative: Matt Wood, Tom Loveless, James Ranson

Strategy director: Emma Stafford

Design director: James Andrews

Account director: Rose Eccleshare

Account director: Georgie Wise

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