Upscale shoe maker Allen-Edmonds has launched its first new TV advertising in 13 years with a series of four 15-second spots from Cramer-Krasselt in Milwaukee.
The commercials parallel the Port Washington, Wis.-based company's long-running print campaign, featuring various shoe models beneath droll headlines and emphasizing the breadth of the company's line.
The TV spots broke last week during local new shows and are scheduled to air nationally this summer during golfing events.
The TV work, like the print ads, attempt to convey that Allen-Edmonds makes more than the wingtips and other dress models for which it is often associated. The company also offers a line of casual shoes to compete in today's hot "business-casual" market.
One spot opens with a view of a wingtip under the copy line "Business Report." Subsequent shots show a tassel loafer under "Sports Report" and, in a variation of the kicker shot that closes each ad, a lace-up oxford sitting in the rain, with the copy line, "Weather Report." The tagline for TV and print work is, "For all walks of life."
Print work runs in magazines such as Fortune and Money.