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LOS ANGELES Independent TDA Advertising & Design said it has launched a $1.3 million print campaign for Crocs casual footwear tagged “Ugly can be beautiful.”
For the shoemaker’s first consumer advertising, Boulder, Colo.-based TDA crafted three full-page executions playfully “acknowledging Crocs strengths and weaknesses at the same time,” said shop creative director and copywriter Jonathan Schoenberg.
“They are funny-looking,” but people are hooked as soon as they slide their feet into the shoes, he said. “They’re super-light and super-soft .
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