SBD/September 5, 2012/Marketing and Sponsorship

UGG Launches New Ad Campaign Featuring Tom Brady In Hopes Of Expanding Men's Line

Patriots QB Tom Brady is appearing in a new ad campaign for footwear and fashion company UGG Australia, which is "trying to build on the success of its women’s line and expand into the men’s footwear market," according to Dan Adams of the BOSTON GLOBE. The company is "famous for its ubiquitous sheepskin boots," but the new campaign, which debuted earlier this week, will feature Brady "wearing various shoes from the UGG for Men line." The campaign contains a combination of "television, digital, print, and outdoor ads." The debut TV spot is called "Invisible Game" and shows Brady "catching an imaginary football thrown by a young fan at the airport." Passengers and airport employees "soon get in on the make-believe game." Brady "steps back, evades pressure, and finally throws an imaginary Hail Mary pass that the boy catches for a touchdown." This is the "second go-round for Brady and UGG Australia." An initial campaign that began last year "was less football-centric than the new spots, which are aimed squarely at men." UGG Australia President Connie Rishwain said that "sales of the company’s men’s products have grown over the past year." She "attributed that growth in part to Brady." Rishwain did not disclose terms of Brady’s deal, but said that it was a multiyear contract "that lets Brady order UGG shoes for himself, his family, and his teammates" (BOSTON GLOBE, 9/4).

GAME-WINNING DRIVE: In Detroit, Brent Snavely notes Chrysler tonight during NBC's broadcast of Cowboys-Giants will "launch its second wave of Dodge Dart advertising." The 30-second spot "builds on a 90-second commercial that debuted in July with another short cameo appearance" by Brady. The commercial will be seen "during major sporting events, including professional and college football games as well as baseball playoffs" (DETROIT FREE PRESS, 9/5).
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