M&C Saatchi LA has launched a global holiday campaign for UGG Australia, centered around the 60-second broadcast spot “Twinkling Lights” promoting the brand’s holiday collection.
The spot features what appears to be a large group of women dressed in identical white outfits performing a choreographed dance routine, with the dancers dropping twinkling lights to create a snowflake pattern. In reality, only eight dancers were used in the making of the video, with those dancers digitally duplicated to give the impression that there’s a larger group. The ad, which channels a kind of throwback vibe with its choreographed spectacle and unfettered holiday cheeriness, ends with the tagline, “This is magic. This is UGG.”
“We really wanted to tap into the spirit of the season, the emotional connections that people have around the holidays and how UGG figures into that equation,” explained Nancy Mamann, vice president, global marketing, UGG Australia. “We really think that this multi-channel campaign epitomizes our brand positioning and highlights the beautiful holiday product we have this season in a campaign that is both premium and engaging.”
The global campaign featuring “Twinkling Lights” is rolling out in markets including the US, Canada, France, UK, China, Hong Kong, Japan, Germany and Italy, with a second spot entitled “Passing Out Presents” set to break later in the season. Aside from the digital ads, the campaign includes a social element encompassing a shoppable gift guide on Instagram and “additional content stories that speak to the season and themes of the broader campaign across Pinterest, Facebook, Instagram and Twitter,” as well as OOH and in-store components.