Irish Setter Countrysiders

When a line extension fails, it’s often because it focuses on the character of the original product and ignores the character of its customers. An ad for casual shoes by Irish Setter (known for hunting boots) doesn’t make that mistake. With its pithy transcript of this man’s internal monologue as three ducks fly past, the ad aligns the non-hunting product with the way Irish Setter men define themselves. Copy does so explicitly, calling Countrysiders “casual shoes for guys who’d rather be hunting.”