UGG Australia, a division of Deckers Outdoor Corp., announced the launch of a new integrated UGG for Men campaign for the Holiday 2012 season featuring quarterback Tom Brady. The effort, “Pink Slip,” will include TV, Print, Digital Display and Online Videos, OOH, Mobile, Social, and PR.
The overall concept for the campaign originated from real life, inspired by one of Tom Brady’s personal anecdotes. Even before he decided to partner with UGG Australia, Tom had a tradition of giving his team members UGG footwear – specifically the UGG for Men “Ascot” slipper – as a way to say thanks.
Via M&C Saatchi Los Angeles, “Pink Slip” captures the essence of this story through a dramatic moment when a football rookie is at a crossroads in training camp and walks up to his locker, consumed by anticipation at whether he makes the team or not. When he finds a pair of Ascot slippers in his locker and Tom shows up to congratulate him, the rookie finally knows the answer. Additionally, Tom’s performance and lines were entirely unscripted, as the scene derives from an authentic moment.
The TV spot premiered 11/19 on ESPN, ESPN2 and NFL Network. On the day of launch, consumers received a dedicated e-mail directing them to view the commercial and behind the scenes video for “Pink Slip” on the UGG Australia website and other social media platforms.
The digital portion of the campaign will run on CBS.com, Complex.com, Hulu.com, NFL.com, Pandora.com and YouTube.com.
Print will include Details and GQ magazines. OOH will run in New York City in the form of bus shelters, as well as billboards in Los Angeles.
Media was planned and bought by KSL Media Los Angeles.