The Athlete’s Foot launches ‘Find Your Fit’ film-style commercials via BMF and Goodoil
BMF has created its first brand campaign for The Athlete’s Foot (TAF) with the launch of the ‘Find your Fit’ campaign.
The campaign plays on TAF’s core differentiator of ‘Fit’ and heroes the importance of this to help find the things that you love doing in life and having the right shoe to support these pursuits.
Through a series of three film-style documentaries, shot and directed by acclaimed director Hamish Rothwell from Goodoil, the campaign highlights the different ways people have found their fit.
The campaign is a new direction for the brand and aims to create a stronger emotional connection with consumers.
Says Carlos Alija and Laura Sampedro, joint executive creative directors at BMF: “The challenge of this campaign was to create a new brand platform, extending the benefit of having the right shoe fit into a more emotional territory: finding your fit in life.”
Says Alice Telford, head of marketing at The Athlete’s Foot: “The new campaign was required to engage emotionally with the consumer, announce our cross category offering and increase market share along with highlighting the importance of the right fit for you.”
The three TVCs will launch this week and will be supported by a digital and print campaign, as well as a point of sale presence nationally.
38 Comments
like.
love it!!
love these! wife carrying is gold!
Wow not only great creative, but great work turning a brand’s advertising from ‘eeehhh’ to ‘entertaining’!
Awesome work BMF!
These spots are beautifully written and executed! The insight is cleverly woven into the three variations – my favourite being the wife carrying comp. Cudos to the brilliant creatives behind these well crafted stories!!! For once I actually enjoy watching an Athlete’s Foot commercial.
lovely!
like
The only winner here is the production company. That is, if they were able to make any coin out of it.
have droga done these?
is this now how it’s done?
unconvincing short docos about weirdos.
piano is incredibly naff
Quirky characters in mockumentary style ads, please stop with them already. Client seemed to want something great, this isn’t it.
Great work. Well done to those involved.
Let the haters hate. No-one raves about their eDM’s.
Walker and wife carry are bloody great
I am sick to death of this cookie-cutter formulaic school of advertising. With the emphasis on school. Because that’s about the standard of it. False doco, naff piano, quirky lead character, hand-held camera, shitty editing, weak grade, false sincerity, it’s got the lot.
Very cool.
Love these. One of the best spots to come out last few months.
Agree with Who.
This could be another in the lame Boosted Inspiration Moreing brought to you by Domestos stuff.
These are nice guys. Very charming, and a world away from where athletes foot used to be. Nice idea too.
Wife carrying made me lol.
Warren would never approve that, ever.
Just love it. Well done.
Funny. That’s all that matters.
@man on the street.
I guess you’ll laugh at anything
They’re ads for a retail chain.
They do use some borrowed interest, but ultimately all the stories are about shoes and the people who wear them.
They bring ‘find your fit’ to life.
I really can’t see much to bitch about.
I disagree.
There’s a lot of great work for retail chains.
http://www.youtube.com/watch?v=2Gm9rxNxyDU
There’s also a lot of great work for fairly mundane products and the people who use them. Like shoes, for example.
http://vimeo.com/32834057
i think perhaps you’re in the wrong business.
Love them.
Social media seems to extend to Blog Control. In this instance one would feel it was quite needed.
That brand has been around for decades and nobody ever did anything good for it. All I can say is congrats
Pash & Carlo. Good work from a humble duo.
I can buy the same shoe at Rebel cheaper.
So why should i buy at TAF
For where that brand used to be these are great. Blog must be full of poms today. Whinge whinge whinge.
Some Prince or Princess suggests I’m in the wrong business because I like an ad he or she doesn’t? Frankly, fuck you.
Man am I sick of the tall poppies in this country.
Respect where respect is due; good work boys! Killer campaign.
These are the best ads for Rebel Sport in a long time!
I think the piano one was crap just thrown in their for the client meeting as a backup. But look, where was the brand before, have they established the point of difference, and does it pave the way for a solid future strategy. The answer is yes on both counts
It certainly wont win a pencil but the client should be happy with this.
I don’t think it’s just good considering the brand. It’s a great work. If that’s not a pencil next year then what?
Nice
The end is nigh. Spend your points before they shut the doors. Oh, wrong post, this shits all over the qantas ad.