NEW YORK (November 19, 2012) — UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), is excited to announce the launch of a new integrated UGG for Men campaign for the Holiday 2012 season featuring quarterback Tom Brady. Premiering on Monday, November 19, 2012, the new integrated campaign entitled “Pink Slip” will include TV, Print, Digital Display and Online Videos, OOH, Mobile, Social, and PR.
The overall concept for the new “Pink Slip” 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.
Produced by M&C Saatchi Los Angeles and directed by the Guard Brothers, “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 concept behind the ‘Pink Slip’ comes from an authentic tradition that Tom had even before working with UGG,” says Connie Rishwain, President, UGG Australia. “What better way to highlight this moment through the holidays, tying it into the themes of teamwork and Thanksgiving.”
The Pink Slip TV spot premiered on November 19, 2012 on ESPN, ESPN2 and NFL Network. On the day of launch, consumers will receive a dedicated e-mail directing them to view the commercial and behind the scenes video for “Pink Slip” on the UGG Australia web site and other social media platforms. The digital portion of the campaign will run on CBS.com, Complex.com,Hulu.com,NFL.com,Pandora.comandYouTube. 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. The media was planned and purchased by KSL Media Los Angeles, and PR was overseen by M&C Saatchi PR New York.
About Deckers Outdoor Corporation
Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high performance outdoor activities and everyday casual lifestyle use. Teva®, Simple®Shoes, UGG® Australia, TSUBO®, Sanuk® and Ahnu® are registered trademarks of Deckers Outdoor Corporation.
About M&C Saatchi Los Angeles
M&C Saatchi is the world’s largest independent marketing communications group, with 27 offices in 18 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, media buying, digital marketing, mobile, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principle of ‘Brutal Simplicity of Thought,’ and was called “the fastest growing start-up in advertising history” by Adweek. The agency has produced iconic work for Ketel One, Crystal Cruises, Qantas, San Diego Zoo, UGG Australia, New Mexico Tourism Department, Google, and the California Department of Public Health. For more info, please see www.mcsaatchi.com.