Mullen Breaks In Dexter Shoe

Mullen is preparing to break its latest campaign for Dexter Shoe, continuing the “Comfort in every box” theme the agency introduced last year.

The Wenham, Mass., shop has fashioned three print ads using that tag and the decorated shoebox motif from last year’s efforts. The new campaign, however, aims to move the Dexter brand into a more fashionable arena while retaining the message of comfort and accessibility.

One ad shows the Stanford, a women’s loafer in a room filled with candles used to “convey a more ethereal image of comfort,” said Mullen art director Michael Ancevic.

Other ads feature the Brookings and Lorraine models, both more outdoor styles, set in a background with manicured shrubbery and a couple snuggling on a lounge chair.

The use of people and candles are intended to humanize the campaign and underscore its comfort message.