Clarks

 Fact: Clarks makes shoes for all ages, with comfort at the forefront of design.

Insight:If you wear Clarks, you'll never have a blister

The idea behind this campaign is that  most big shoe brands design shoes with aesthetics in mind before comfort and fit. Clarks is different, since 1825, they have been designing and making shoes with function and comfort at the forefront of everything they do.

However, Clarks doesn't quite have the same recognition and reputation as big brands like Nike, especially amongst younger generations, with many not even knowing they make adult shoes. When most people think of Clarks, they are reminded of school shoes and getting fitted when they were younger. This campaign aims to highlight that they do, in fact, make adult shoes too, which may not have the same look as the big brands, but the comfort is improved tenfold.

Clarks acknowledges that they may not be the first brand they think of purchasing from when they want shoes, but they want to show that you can still have a similar look, and not trade your comfort for style.

The visuals play off the idea that someone has tried to make Clarks shoes look like big brands, but it hasn't quite worked. They acknowledge they aren't Nike, and they don't look exactly the same, but they do the same job with improved comfort and fit for your feet.