Famous Footwear’s national back-to-school ads debut this week featuring a time-slice filming technique new to the mid-tier shoe-retailer category. Developed by agency Campbell Mithun as part of the Make Today Famous campaign, the fast-paced ads capture teens in mid-air situations – garage-band jam, BMX tricks, break dancing, cheerleader jump splits -- with the most famous brands of shoes on their feet.
“Back-to-School is such a busy time for families, we wanted to depict the idea of stopping to absorb and enjoy the many great moments that make each day famous during this season,” said Will Smith, Famous Footwear’s senior vice president of marketing. “Campbell Mithun has been a terrific partner in understanding our vision and translating that through a technology that also gives viewers something exciting to watch.”
The ads aim to catch texters mid-action as well, with two of the campaign’s seven TV spots featuring a text-in offer for an additional 20 percent off the buy-one-get-one-half-off back-to-school sale. Consumers can also opt-in via text to receive future Famous Footwear offers.
Campbell Mithun filmed the nine scenes of the back-to-school spots in three days, partnering with director Nez and a film crew that used a 20-camera rig and a Canon 5D camera for the shots. The flight of fast-paced Back-to-School ads includes general brand spots (:30, :15), text-for-coupon spots (:30, :15) and three buy-one-get-one-half-off spots (:30, two :15s).
“Everything – the choice of technique, cast and wardrobe – came together to create a spot that hopefully conveys the same inspiration consumers will get from the styles and brands they'll find at Famous Footwear,” said Robert Clifton, executive creative director at Campbell Mithun.
The national campaign runs on television for seven weeks and includes companion radio and print executions. Other production partners include: editor, JD Smyth / Final Cut; visual effects, The Mill; and original soundtrack, Nylon. Spark is the media agency.
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